Madison Media retains Parag Milk Foods in multi-agency pitch

The account is worth approximately 120 crore; Madison will manage media duties for all Parag Milk Foods sub-brands

by e4m Staff
Published: Oct 16, 2024 9:32 AM | 1 min read

Madison Media has retained the media mandate for Parag Milk Foods, sources close to the development confirmed to exchange4media.

In April this year, the dairy-based product maker had issued a Request for Proposal (RFP) for its media planning and buying account.

Madison will manage the media duties for all its sub-brands. With this win, Madison will oversee the mandate for the entire product portfolio, including Gowardhan, Go, Pride of Cows, and Avvatar.

Sam Balsara, Chairman of Madison said, "Parag Milk Foods has consistently demonstrated innovation and a deep understanding of the evolving consumer landscape. Their ability to blend tradition with modern marketing techniques sets them apart in the dairy FMCG sector. At Madison, we are proud to have played a key role in aligning their marketing strategies with their growth ambitions, fostering a successful and long-lasting partnership."

Akshali Shah, Executive Director of Parag Milk Foods said, “At Parag Milk Foods Ltd., we deeply value our partnership with Madison, which has been a driving force in shaping our brand's growth and innovative approach to marketing. Together, we have transitioned from traditional media to high-impact, multi-platform strategies that resonate more deeply with our audience.”