Madison Media bags media mandate for Radikal Rice

The agency won the account following a multi-agency pitch.

Manufacturer and supplier of premium basmati rice, Radikal Rice, has awarded its media duties to Madison Media. The agency bagged the business after a multi-agency pitch that involved other agencies such as MEC, ZenithOptimedia and Carat.

According to the official communication, the size of the business is Rs 25 crore. The account will be handled out of New Delhi by Platinum Media, a part of the Madison Media Group, headed by Basabdutta Chowdhury.

On bringing on board Madison, Siddharth Chaudhary, managing director, Radikal Overseas, says, "After reviewing several agencies, we found the right partner in Madison Media, given their expertise of the Indian media market and proven track record."

"We are excited to partner with this new age food company and look forward to help it gain its rightful share in India's growing food industry,"

adds Gautam Kiyawat, group chief executive officer, Madison Media, in a press statement.

Madison Media has had a fruitful year in 2012, winning businesses such as Dixcy Textiles, Enamor Lingerie, Gowardhan Dairy, Crompton Greaves and most recently, the coffee-chain Cafe Coffee Day, The current win continues the agency's good run. The agency claims that its gross billing is about Rs 3,000 crore.