It has been almost a year since P&G acquired Gillette and changes in the media responsibilities are coming to the fore now. The media buying duties of Gillette, which are at present with MindShare, will be moved to Madison Media, effective February 2006. The change has been confirmed by Ashok Chhabra, Executive Director, P&G India. Gillette’s media spends in India are pegged in the region of Rs 35 crore.
Explaining the reasons for moving the media buying to Madison, Chhabra said, “In keeping with P&G’s global acquisition of Gillette and a subsequent ‘media agency’ realignment at the regional level, effective February 1, 2006, the Gillette India media buying account will move from MindShare to Madison Media, P&G India’s media buying agency.”
As is known, the P&G acquisition of Gillette was completed by January 2005. Some of the brands in the Gillette portfolio include Gillette Mach3 Turbo, Gillette Sensor Excel, Gillette M3Power, Oral-B, Braun and Duracell among others.