Top Story


Home >> Advertising >> Article

Bacardi Martini appoints Madison Media as its AoR

Font Size   16
Bacardi Martini appoints Madison Media as its AoR

Bacardi Martini India Ltd has appointed Madison Media as their media partner. Madison Media won this AOR assignment in a competitive pitch that included four media agencies including the incumbent, TME.

The account will be handled from Delhi by Madison Media Plus, headed by Basabdatta Chowdhuri, who in turn will report to Madison Media Group CEO, Punitha Arumugam.

Bipin Narang, GM-Marketing, Bacardi-Martini India Ltd, said, “We went through a rigorous selection process and chose Madison Media based on their innovative approach, past track record and huge infrastructure. We wanted to partner someone who could genuinely collaborate with us in meeting our business objectives and at the same time conform to Bacardi-Martini’s strict 8-principle Code of Marketing. Our focus will be to promote responsible drinking, while also fuelling our growth in India with our premium international portfolio.”

Reacting to the win, Sam Balsara, Chairman and Managing Director, Madison Communications, said, “We are delighted that yet another globally admired and highly respected multinational corporation has chosen Madison Media based on a competitive pitch. We look forward to using our professional skills in furthering the company’s objective, yet conforming to the company’s own strict principles of marketing and the laws of the land, keeping social sensibilities in mind.”

Bacardi Martini is a part of Bacardi Ltd, a privately held spirits company, and markets a variety of internationally recognised spirits. Bacardi Ltd’s brand portfolio consists of more than 250 brands and labels, including Bacardi rum, Grey Goose vodka, Dewar’s Scotch whisky, Bombay Sapphire gin, Cazadores blue agate tequila, Martini & Rossi vermouth and other leading brands. The company has aggressive plans in India to increase its presence and market share in this fast growing market.

Madison Media handles a client portfolio that includes P&G, Gillette, Coca-Cola, Godrej Consumer Products, Godrej Sara Lee, Airtel, General Motors, Kinetic, Playwin, TVS, Acer, Asian Paints, Marico, Tata Tea, Tata AIG, Radio Mirchi, Kotak and Cadbury. Recent wins by Madison Media include AIG, AXIS Bank (earlier UTI Bank), AOL and BBC World Service Trust. The Rs 1,300-crore Madison Media is a part of Madison World, and also has specialist units in Creative, Outdoor, PR, Rural, Retail, Mobile, Sports Management and Entertainment.


NP Singh, CEO of Sony Pictures Networks India, talks of SPN’s growth drivers, pay wall for content, sharing IP and more…

The future of the industry will be 1:1 advertising as traditional channels, like television, become more addressable: Bryan Kennedy, Epsilon

The Founder of Pocket Aces shared his insights on how the consumption of content has evolved and how digital media is growing as the preferred medium of entertainment.

The production house has already established itself as the leader in the non-scripted genres. However, Rege now wants Endemol to achieve the same in the original scripted zone and film production

A look at the South Indian movies which boosted the viewership of certain channels in week 45 (November 4-10)

The Indian advertising industry currently stands at Rs. 56,398 crore, predicted to grow at a rate of 14 per cent by 2017

Naidu also talks about the ushering in of a new era of digital payments and says this is just the beginning and there’s lots of space for newer players to step in and evolve