Madison Media bags McCain Foods India media mandate

The agency will handle traditional media planning and buying, digital and display for the multinational company.

Madison Media has been chosen by McCain Foods India as its media agency of record (AoR). While the agency will take care of traditional media buying and planning for McCain, the Indian subsidiary of McCain Foods Canada, it will also look after digital, display, social, video and mobile platforms for the brand.

The brand's media duties were earlier handled by ZenithOptimedia. Meanwhile, its creative duties are with Leo Burnett.

Vikas Mittal, managing director, McCain Foods India, says, "McCain brand is driving growth of frozen snacks in India. In pursuance, we have a line-up of new business strategies and accompanying communication initiatives. We are looking at increasing our media presence across all touch points."

Gunjan Pandey, general manager, marketing, McCain Foods India, says that the company wanted to take on board an agency that complimented its brand communication strategies and expects it to help carve a distinct market space for the brand.

Gautam Kiyawat, group CEO, Madison Media, says, "McCain as a brand has tremendous potential in the Indian market. We are confident of helping them achieve their rightful dominant share."

In December 2012, McCain Foods had launched a television campaign to introduce its first brand ambassador, Karishma Kapoor. The campaign's tagline was 'Jhatse banao, kuch tasty khao'.