Middle of last month exchange4media scooped the news that Madison had been selected to handle the media duties of Bharti Cellular’s Airtel account worth an estimated Rs 100 crore. Come July end, the news is that Madison has quietly strengthened its team in Delhi to service the mega account.
“As of now, yes, we are talking to people at the senior level in the industry and maybe in a week’s time the recruitments will materialize,” said Basabdatta Chowdhri, Madison’s General Manager, North. However, she also pointed out that Madison, even otherwise, was in an expansion mode for which the company needed more people. On being asked about Madison’s strategy for its big catch, she said, “At Madison we have a different approach. We have large, dedicated resources, and our inputs will be vividly visible in the output.”
Among those who have already come on board is VN Satish, who has left Carat to join Madison as Media Group Head. Satish had earlier worked with TBWA and RK Swamy/BBDO. Then there is Sumeet Pahwa who has quit Lowe to be part of Madison’s Delhi team as Director, Strategy Planning. At Lowe Pahwa was Media Director and handling Dabur, Escotel, Parker-Luxor, Dumax, and Oberoi Hotels-Delhi. Pahwa has previously worked with FCB Ulka, Mindshare, RK Swamy/BBDO.
“Airtel is a challenging task in terms of the brand. This is the primary reason for my moving to Madison. It is a dynamic industry that they are in and given the size of the competition and the category, I see it as a challenge to maintain the leadership of the Airtel brand,” Pahwa commented.
Ranajit Ghosh, of Mindshare, has also come on board Madison-Delhi. He will be Head-Implementation.