Essence retains Britannia's media duties worth Rs 250 crore

GroupM has been handling Britannia for over 5 years now. Prior to GroupM, the account was handled by Madison Media

e4m by Naziya Alvi Rahman
Updated: Feb 1, 2019 4:15 PM

After an aggressive multi-agency pitch, Britannia Industries has retained GroupM’s Essence as its media agency. The development was confirmed by highly placed industry sources. The account size is estimated to be in the range of Rs 200 to 250 crore.

GroupM’s MEC and later Essence have been handling Britannia’s account for over 5 years now. Prior to GroupM, the account was handled by Madison Media. Some of the popular brands from the company are Good Day, Tiger, Milk Bikis, NutriChoice and Treat.

exchange4media reached out to all stakeholders for official comments, but did not receive any until the filing of this story.

In an earlier interview with exchange4media, Ali Harris Shere, VP-Marketing at Britannia, had pointed out that the biscuit major was looking to align with big shifts taking place in the industry, and according to reliable sources, the call for media review could be a step in that direction.

“There are some big shifts happening in the consumer world and we track those shifts and we are moving in the same direction. At 100, we really thought we should reset ourselves and have the vision going forward,” Shere had stated.

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