TVS Motors Company's silent shopping has culminated with the company selecting Madison Media to handle its media business. The decision follows a multi-agency pitch involving incumbent Universal McCann, Starcom and Madison. The account is pegged in the region of Rs 80 crore.
Confirming the development, Prasad Narasimhan, Vice-President, Marketing, said, "We had a very exhaustive pitch process and Madison fitted the bill perfectly on all counts. Their presentation was a well rounded one and in essence was in sync with what we were looking for."
With this, the complete media buying and planning of all TVS products are in the custodianship of Madison Media.
Ajit Varghese, General Manager, Madison Media, who controls the Bangalore operations of Madison Media, says "We are delighted that Bangalore's largest account has been won by us in stiff competition. We are confident that our innovative strategies and strong infrastructure will work well for TVS."
An obviously delighted Sam Balsara, Chairman & Managing Director of Madison Communications, says, "Madison Media offers its services to very few clients, and I am glad that Madison's principled approach at pitches, is slowly but surely finding favour with large, media savvy clients."
Chintamani Rao, President, Universal McCann, comparing a pitch to a 'swayamvar', said, "All the eligible shooters turn up and on the strength of his ability to shoot an arrow on that day, one shooter gets selected. It does not take into account his personality, character, nature. It is an industry practice. It is unfortunate and it does not work to the benefit of the client always. We are proud of the work we have done for TVC in the last four years. We have no doubt that the decision they have taken is in their best interest and we continue to wish them well."
Madison Media handles a select number of large and prestigious clients including Coca-Cola, P&G, Godrej Consumer Products, Godrej Sara Lee, Kinetic, Hyundai, Playwin, ACER, Asian Paints, Kotak and Cadbury. The 780-crore Madison Media is a part of Madison Communications, which has seven specialised units in Creative, Outdoor, PR, Rural, Retail and Entertainment, apart from Media.