Airtel, one of the leading telecom players in India, has awarded its media duties to GroupM. Madison Media who has been handling media duties for brand for nearly a decade is the incumbent agency on the account. The win for GroupM comes on the back of a multi-agency pitch, which was initiated by Airtel in the second half of October last year, and was one of the biggest media pitches of 2014. The account size is estimated to be around Rs 400 crore, confirm industry sources. The media duties include TV, print, radio and digital. The brand held a separate pitch for its outdoor duties. GroupM will start working on the account from 1st April onward, with a team dedicated to handling the account.
In 2012, Madison Media had retained duties of Airtel and also added outdoor and digital duties to its existing media mandate. Creative Agencies on the account are JWT and Taproot India.