ITC (Imperial Tobacco Company of India Limited) has initiated a media pitch ITC across verticals, confirm industry sources. Madison is current agency on record. The multi-agency pitch is expected to take place out of Bangalore at the end of this month and will see participation from all the major media agencies. The account size is estimated to be in the range of Rs 500 crore .
Madison won the account on the back a multi-agency pitch in January 2011.