Confirmed sources assert that Madison is now the media AOR for the 35 crore Marico account. Towards the beginning of this month, the FMCG major had called for a media pitch, inviting Group M, incumbent Mediacom, Madison and Carat to participate.
The agencies were informed of the decision, late last night.
Marico was splashed all over the media scene in February after it consolidated the creative accounts of three of its lead brands, cooking oil Saffola, Shanta Amla hair oil and therapeutic hair formulation Mediker with McCann Erickson India, last month. Among others to pitch in for the account, were ad-biggies like Rediffusion DY&R, Contract Advertising and Lowe (which turned up only for Saffola).
Prior to the development, Marico’s creative map included Ambience Publicis, which handled the flagship brand Parachute and Hair & Care, Grey Worldwide, working for Saffola, Orchard Advertising for Shanti Amla and Triton Communications, taking care of Mediker.
Marico’s current portfolio includes popular brands like Parachute, Saffola, Sweekar, Hair & Care, Shanti, Mediker, Oil of Malabar, Mealmaker, Sil, Revive and Sundari.The platter of nature care products that account for 52 per cent of the company’s revenue in the last financial year, aim at enhancing the appeal and nourishment of hair and skin. The healthcare section, contributing to 36 per cent revenue in the last fiscal focuses on healthy living with products like, refined oils, tamarind sauce etc. The range of other consumables met the remaining 12 per cent.
With its manufacturing units based in Kanjikode in Kerala, Goa, Jalgaon, Saswad in Maharashtra and Pondichery, the group carries out operations in Bangladesh as well. Marico’s export territory rings in different destinations in South Asia and the Middle East.