Top Story

e4m_logo.png

Home >> Advertising >> Article

Bacardi Martini appoints Madison Media as its AoR

17-August-2007
Font Size   16
Share
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.

Tags

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions

Perfumes are invisible and these new ads from Skinn create a story out of this

New campaign aims at first-time users by providing ‘first-night free’ – a first-ever offering by the brand on online hotels booking