Britannia moves from Maxus to Madison

The highly coveted account, worth about Rs 65 crore, has been won by the agency following a hard-fought contest

Madison Media has won the media duties for Britannia Industries in the wake of a strongly contested, multi-agency pitch. The account, which is among the most coveted ones in South India, is estimated to be in the region of Rs 65 crore.

The pitch process, as reported first by afaqs!, began in March, and the company had two rounds of presentations to finalise a media agency. The new agency will take up its role beginning July 1.

Apart from Madison Media, the various agencies that took part in the pitch process were Optimum Media Direction (OMD), Mudra Max, MPG and Lodestar Universal. Maxus, too, pitched to retain the business.

Maxus, one of the media outfits under the Group M banner, has handled the account for about five years now. Prior to that, Lintas Media Group's (LMG) media agency, Initiative, was in charge of the media duties. A spokesperson from Britannia reveals that as per corporate policy, the company reviews its agencies every four to five years.

Britannia's creative duties are divided amongst three agencies -- Lowe, McCann Erickson and Grey. Lowe has been a creative partner with the company for almost two decades now. McCann Erickson came aboard three years back.

Britannia is one of the biggest players in the biscuits category in India. In 1997, the company unveiled its new corporate identity, 'Eat Healthy, Think Better', and forayed into the dairy products market.

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