It was a multi-agency pitch and the business is worth Rs 70 crore. Lodestar was is the incumbent agency
BestMediaInfo Bureau | Mumbai | July 8, 2013
Madison Media has won Piramal Healthcare’s media AoR. The account was won in a multi-agency pitch with OMD and MPG participating in the pitch. The account was previously handled by Lodestar and the estimated size is Rs 70 crore.
Piramal Healthcare has aggressive plans for OTC category and has recently launched skin creams under its Lacto Calamine brand name. The company has plans to launch several other brands as well in the healthcare space.
Madison Media has been on an account winning spree, having recently won a host of new businesses including Raymond, Epic Channel, Maxx Mobile, McCain Foods, Ruchi Soya, Max India’s corporate account, Café Coffee Day, Radikal Rice and Crompton Greaves.
Kedar Rajadnye, COO, Consumer Products, Piramal Healthcare, said, “Given our ambitious plans, we wanted to enhance our current capabilities in media strategy and buying front and hence looked out for partners who could create a higher value on this aspect. Madison Media fitted very well in the requirement and our scheme of things as we were very happy to see their approach being very similar to our mindset.”
Vanita Keswani, COO, Madison Media Sigma, commented, “We are delighted with this new win and are looking forward to a long and mutually beneficial relationship.”