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Madison Media goes public to welcome back Marico

Agency puts up hoardings across Mumbai in a gesture for the Rs 500-crore Marico account it has won back after a gap of over a year

In a welcome back gesture for the Rs 500-crore Marico account it won recently, Madison Media has put up hoardings across Mumbai.

The hoardings read, “Welcome back Marico. Once a Madison client, Always a Madison client.”

Madison Media had won back the media duties of the Marico biz following a multi-agency pitch a few days ago. The incumbent media agency was Lodestar UM.

The hoardings have been put up at and around Vakhola — at Vakhola Gantry and Western Express Highway.

In a chat with BestMediaInfo.com, Vikram Sakhuja, Partner and Group CEO, Madison Media and OOH, said, “Sometimes it is good to wear your passion on your sleeve. Madison has an old and proud relationship with Marico. Winning it back was a great moment for us and being a media agency we chose to express it in the media.”

Madison Media will be responsible for all media, including digital, and will handle the account from April 1.

Marico had been with Madison Media for 14 years from 2003. In a pitch supervised by ATK, Madison Media had lost the account to Lodestar UM in October 2017. This year the account went again on pitch — following which Madison Media won back the business.

With over 25 years of experience in the beauty and wellness industry and with a presence in chosen emerging markets across Asia and Africa, Marico has emerged as one of India's leading consumer products companies.

It has an extensive portfolio spanning haircare, skincare, edible oils, healthy foods, male grooming and fabric care. Marico is a household name in India with brands like Parachute, Parachute Advansed, Saffola, Hair & Care, Nihar Naturals, Livon, Set Wet, Mediker and Revive.


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