Crompton Greaves awards its media duties to Madison Media

The size of the account is pegged at Rs 50 crore.

Madison Media Sigma, a unit of Madison Media, has bagged the media planning and buying duties of engineering company Crompton Greaves. The company is understood to have awarded the mandate to Madison after evaluating a few other agencies' credentials.

While an official comment on the account size could not be ascertained, sources peg the figure at about Rs 50 crore.

Sam Balsara, chairman and managing director, Madison World says in a press statement, "We are delighted to add a reputed global engineering conglomerate like Crompton Greaves in our roster of clients and are confident of helping the company get its rightful share and more in India's growing market."

Established in 1937 in India, Crompton Greaves' portfolio is structured into three strategic business units - power systems, industrial systems and consumer products. The agency will handle Crompton Greaves' entire range of products including fans, lights, lighting fixtures, pumps and electric appliances.

Vanita Keswani, chief operating officer, Madison Media Sigma says that the agency will create powerful media strategies for the entire portfolio.

The win comes close on the heels of Platinum Media, another unit of Madison Media, winning Dixcy Textile's media mandate. Among the other leading clients of Madison across its units are Airtel, Godrej, Cadbury, ITC, General Motors, McDonald's, Marico, Procter & Gamble, Axis Bank, Indian Oil and Times Television Network, among others, with the gross billings standing at Rs 3,000 crore.