Madison Media has been awarded the media duties for Piramal Healthcare. The account size is estimated to be around Rs 70 crore.
As exclusively reported by exchange4media earlier, the media pitch took place three months ago. The multi-agency pitch took place in Mumbai. The incumbent agency on the account is Lodestar UM.
“Given our ambitious plans, we wanted to enhance our current capabilities in the media strategy and buying front and hence, looked out for partners who could create a higher value on this aspect. Madison Media fitted very well in the requirement and our scheme of things as we were very happy to see their approach being very similar to our mindset,” said Kedar Rajadyne, COO Consumer Products Division, Piramal Healthcare, commenting on the appointment.
The Consumer Products vertical at Piramal Healthcare is among the fastest growing categories in India, with popular brands such as Saridon, Lacto Calamine, i-Pill and Supractiv. The range straddles the pharmaceutical space as well as the personal care space with trusted brands in diverse product categories such as vitamins and nutrition, analgesics, dermatological, antacids and cough and cold.