The media pitch for Hyundai has finally culminated. Madison is now the media AOR for Hyundai Motor India. The account is pegged at Rs 60 crore or more. As reported by e4m in the beginning of December, the four agencies in the fray were Zenith Media, Madison, Mediacom and MPG.
According to Sam Balsara, CMD Madison Communications, “The year that has gone by, has been a great one for us, with most of the media industry acknowledging the media prowess of Madison. We continue our good work in the year 2004, with a small number of large clients who understand and appreciate the fact that the media can make a real difference in their marketing plans and objectives.”
In Balsara’s estimate, what were the key factors that tilted the scales for Madison? Did their work on Maruti have any bearing? Balsara clarifies, “Not at all. I would say, that it is because Madison is an agency that has the track record of managing large media budgets for brands which are under severe competitive pressure. We have put in all the investment and capital required for a successful agency. We now have a team of around 125 people. Combined with all this, is a policy of complete transparency which makes us an attractive proposition.”
Meanwhile, the creative kitty remains much the same. The creative for Hyundai Motor India is divided among three agencies. Grey Worldwide India is handling Hyundai Accent and Terracan, while Hyundai Santro and Santro Xing come under Saatchi &Saatchi’s purview. The creative for Hyundai Sonata rests with Ambience Publicis. The entire portfolio is handled by the respective agency branch heads in Delhi.
Hyundai Motor India Limited (HMIL) is a wholly owned subsidiary of Hyundai Motor Company, S. Korea and is the second largest and the fastest growing car manufacturer in India. HMIL presently markets over 18 variants of passenger cars across four models, the Santro in the B segment, the Accent in the C segment, the Sonata in the E segment and the Terracan in the SUV segment. The company recorded combined sales of 1,11,051 units during 2002 and all three brands of Hyundai are leaders in their respective market segments. The company has produced 500,000 cars in a record time of just over 5 years since commencement of commercial production in October 1998.