Café Coffee Day appoints Madison as its media AoR

Café Coffee Day appoints Madison as its media AoR

Author | Maneka Tanwani | Wednesday, Dec 05,2012 4:19 AM

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Café Coffee Day appoints Madison as its media AoR

Madison Media has been appointed as the media AoR (Agency on Record) for Café Coffee Day (CCD). The chain has over 1,450 cafes across over 185 cities.

The account size is estimated to be approximately Rs 40 crore. It will be handled by Madison Media Omega in Bangalore. Creativeland Asia is the creative agency of the brand.

Commenting on this development, K Ramakrishnan, President – Marketing, Café Coffee Day said, “Café Coffee Day being a brand for the young and the young at heart, we needed a partner who would be passionate about the brand, to be able to understand the category in depth and the varying dynamics to enable us to move along at a fast pace. We are confident of Madison Media’s thought leadership and competence in executing the campaigns. We are delighted to have them on board.”

CCD as a brand has never advertised in mass media in the last 16 years of its existence. It has been built solely through unique marketing initiatives, coffee category building activities, public relations, social media, engaging the ever aspirational Indian consumer.

However, today the brand is ready to introduce its first ever television commercial campaign ‘Sit Down’, aiming to reinforce itself in every single household in India.

Gautam Kiyawat, Group CEO, Madison Media said, “We are delighted to have India’s premier and leading café chain, Café Coffee Day, to our roster of clients and are confident of helping it grow and gain further market share in the country.”

Earlier this year, Madison Media was in the news for winning businesses of Dixcy Textiles, Enamor Lingerie, Gowardhan Dairy and Crompton Greaves.

For the record, Madison Media Group handles media planning and buying for blue chip clients including Airtel, Godrej, Cadbury/Kraft, ITC, General Motors, Marico, McDonald’s TVS, Tata Tea, Shriram Transport Finance, Levis, SpiceJet, Domino’s, Bharti Axa, Max Life Insurance, Asian Paints, Pidilite, Tata Salt, Acer, Crompton Greaves, Dish TV, Indian Oil and many others. 

The gross billing of Madison Media is about Rs 3000 crore.

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