Following the win of the ITC business, Madison Media has now added the media duties of Pidilite Industries Ltd to its kitty. The win includes the complete portfolio business of Pidilite. There was no multi-agency pitch involved. The account size is pegged at Rs 50 crore. Mediaedge:cia (MEC) was the incumbent agency.
Though no official confirmation available at the time of filing the report, sources close to the development have confirmed the win. Meanwhile, there will be no changes in the creative mandate and Ogilvy India will continue as the creative agency for Pidilite Industries.
Since its inception in 1959, Pidilite Industries Ltd has been a pioneer in consumer and specialities chemicals in India. Its product range includes Adhesives and Sealants, Construction and Paint Chemicals, Automotive Chemicals, Art Materials, Industrial Adhesives, Industrial and Textile Resins and Organic Pigments and Preparations.
Some of the major brands under Pidilite include Fevicol, Fevikwik, Dr Fixit, M-Seal and Hobby Ideas, among others.