BJP has assigned Madison Media to handle its media duties for the upcoming General Election. The agency won the account after tough competition from other agencies in a pitch that included Lodestar UM and GroupM. The business size (including outdoor and activation) is pegged at Rs 300-400 crore, a source close to the development reveals.
Under the mandate, Madison will create media planning and buying strategy for the national political party in print, television, radio and digital media. The outdoor mandate is yet to be decided.
It may be recalled that afaqs! was the first to report BJP calling for a media pitch, late January.
For the Delhi elections that were held last year, Promodome Communications had bagged the creative, media and below-the-line duties for the party.
This is not the first time that Madison Media has serviced a political client. The agency had handled Congress' media mandate in 2000.
BJP, which was formed in 1980, has been aggressively promoting Narendra Modi, incumbent chief minister of Gujarat, as its prime ministerial candidate. The party has been especially active online, wooing the youth. In fact, Modi's agenda for the nation backed by BJP states 'Sab ke saath, sab ka vikas'.