Britannia closes media pitch; MEC bags the business

Madison Media has worked on the account.

Bringing a multi-agency evaluation process to a close, Bengaluru-based Britannia Industries has appointed Mediaedge:cia (MEC), a GroupM agency, to handle its media duties.

Most recently, Madison Media has worked on this account.

While no official comment could be obtained at the time of filing this report, sources close to the development have confirmed the news. According to reports, the media spends are pegged at Rs 150 crore.

Popular brands from the Britannia stable include Good Day, Marie, Milk Bikis, Tiger, NutriChoice, Treat and 50-50, amongst others.

Around this time last year, the brand was in the news for its digital-led communication that pushed the then newly-launched snack, NutriChoice Multigrain Thins. Around the same time, the brand also made some media noise with its campaign for NutriChoice; called 'Game for Health', the communication attempted to motivate people to drop unhealthy habits and pick up good ones.

Recently, Elephant Design conceptualised and designed the new brand identity and packaging for Britannia's Tiger Glucose & Creams range of biscuits. For the record, Britannia has partnered with Elephant since 2006 as its packaging design agency for brands like NutriChoice, Marie Gold, Treat, Tiger, Bourbon, Pure Magic, 50-50, TimePass, breads, cakes, dahi and flavoured yogurt.

It may be recalled that recently, vehicle portal CarTrade.com (also known as CarTradeIndia.com) awarded its media mandate to MEC.