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.