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Madison wins back Rs 500-crore Marico account from Lodestar UM

Marico had called for a pitch a few weeks ago and had invited all leading agencies to participate. The account was previously handled by Lodestar UM

Madison Media has won back the media mandate of FMCG giant Marico from Lodestar UM in a multi-agency pitch. The agency will be responsible for all media including Digital and will handle the account from April 1, 2019.

According to the industry estimates, the overall account size is pegged to be around Rs 500 crore.

Marico has 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.

Vikram Sakhuja, Partner & Group CEO Madison Media & OOH, said, “We are absolutely delighted to win back the prestigious Marico account. We are confident that we will be their true business partner and substantially contribute to their growth story. We are happy that Marico evaluated our cutting edge Digital expertise and found us as the right fit.”

Koshy George, Chief Marketing Officer, Marico Limited, commented, “We look forward to this partnership with Madison Media. The agency brings in an expert team whose creative ideas and approach resonate with our ethos. It is critical to have a team combining creativity, expertise and execution excellence in today’s fragmented media landscape to drive value.”

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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