If the first round of Tata businesses found their way to Lodestar, the second round definitely belongs to Madison Media. After bagging the businesses of Tata AIG and Tata Tea, Tata Chemicals too has decided to partner with the brand. The account is sized in the vicinity of Rs 15 crore. The incumbent on the business was The Media Edge.
The pitch was held in the last week of March 2005 and the agencies competing for the business were Madison and Starcom among others. With this development, Madison will be responsible for both the planning and buying of Tata Chemicals.
In a recent development, the company had replaced Bates with Leo Burnett for its creative duties, again in the wake of a multi agency pitch. Apart from the Tata Salt, Tata Chemicals also has Samundar Cooking Soda and the south market focussed Samundar Crystal Salt in its product portfolio. At the time of filing the story, neither the client nor the agency was available for comment.