It was in April 2004 when Britannia Industries had handed over its entire media mandate to Maxus India, which was then known as Maximise. The move had consolidated Britannia’s media business with one agency, prior to that Britannia’s media duties were handled by three different agencies.
Now, after a five-year partnership with Maxus, Britannia Industries is reviewing its media duties. The company’s officials were not available for comment at the time of filing the report, but sources close to the development have informed that Britannia had started conversations with other agencies for its media duties.
A source close to the development said, “It has been five years since the account was reviewed, so it is natural for Britannia to take stock of its media partner again, and the pitch process opens a fair chance for other agencies to try and win the business. The pitch processes are still on and Britannia is expected to take a decision on this soon.”
Britannia Industries is a significant spender and industry sources peg the business upwards of Rs 50 crore. Details on the other agencies that have made a dash for the business were not available, but it is understood that at least three large media agencies have already made their pitches to Britannia.
Britannia appoints Maximize to handle Rs 40-cr media account