Madison Media has been given the media mandate for Ruchi Soya Industries' consumer brands division. Madison Media Sigma will handle traditional media planning and buying duties for this account. The account will be handled from Mumbai.
MEC has worked on this account in the past.
In the days ahead, the newly appointed agency will work on popularising Ruchi Soya's soya foods brand Nutrela in the market.
Addressing the development, Gautam Kiyawat, group chief executive officer, Madison Media, says, "We are confident to take the Ruchi Soya group and brand Nutrela to greater heights and are looking forward to a long and mutually beneficial partnership."
Sandipan Ghosh, associate vice president, marketing, consumer brands division, Ruchi Soya Industries, adds that the company was keen on working with an agency with a "differentiated media solution", which is what made Madison the right choice.
Other offerings from the company include cooking oils, nutritional soya foods and bakery fats, to name a few. The edible oil range includes the brands such as Mahakosh Soyabean oil, Ruchi Gold Palmolein and Sunrich sunflower oil, among others.
Madison Media's recent account wins include names such as Max India's corporate account, Café Coffee Day, Radikal Rice and Crompton Greaves.