News had been rife with Britannia's reviewing of its media duties that remained intact for five consecutive years. It is now confirmed from sources close to the development that Madison Media Group has bagged the business. The size of the business is an upwards of Rs 50 crore. The business was earlier being handled by Maxus India that started working with Britannia in April 2004.
The Britannia media pitch was shrouded in a mystery as the media fraternity itself was divided if the pitch was actually taking place or not. Though exchange4media confirmed the news that the review was very much happening. It is now confirmed that the agencies which participated in the pitch include MPG, Lodestar Universal, Mudra Max, OMD besides Madison Media and the incumbent Maxus.
It is learnt that Britannia decided to review its duties, after having done business with Maxus for five years, as it was imperative to evaluate the ever changing media scene. Britannia Industries has been using a holistic approach for communication which will continue even in the future though relative share of each medium including print, television, radio, digital, OOH and others might vary. The focus is to look at media differently in the changing media scenario, utilize monies better, and increase the brand salience in media.
Britannia Industries has always had big advertising spends and is very much visible as a brand. For its creative duties, it has on board, McCann Erickson and Lowe Lintas. Grey too handles some part of the business.
Britannia’s media biz up for review