Madison Media bags Piramal Healthcare's media duties

After inviting a multi-agency pitch, pharmaceutical company Piramal Healthcare has awarded its media duties to Madison Media Sigma. The account size is pegged at Rs 70 crore.

Pharmaceutical company Piramal Healthcare has awarded its media mandate to Madison Media Sigma after a multi-agency pitch. Other agencies like OMD and Havas Media also participated in the pitch. The size of the account is pegged at Rs 70 crore. The account will be handled by the Mumbai branch of the agency.

The incumbent on the account was Lodestar UM.

The company has aggressive plans for its OTC category and has recently launched skin creams under its Lacto Calamine brand. It also plans to launch several other brands in the healthcare space.

Kedar Rajadnye, COO, consumer products, Piramal Healthcare, says, "Given our ambitious plans, we wanted to enhance our current capabilities in media strategy and buying front and, hence, looked out for partners who could create a higher value on this aspect."

Vanita Keswani, COO, Madison Media Sigma, says, "We are delighted with this new win and are looking forward to a long and mutually beneficial relationship. We will come up with a different strategy for different brands and categories of Piramal Healthcare."

Madison Media has been on an account winning spree, having recently won a host of new businesses including Raymond, Epic Channel, Maxx Mobile, McCain Foods, Ruchi Soya, Max India's corporate account, Café Coffee Day, Radikal Rice and Crompton Greaves.

Piramal Healthcare is a part of Piramal Enterprises that is led by Ajay G Piramal. It is one of the top 10 custom manufacturing pharma companies in India, Europe and North America and markets its products to more than 100 countries. Some of its popular brands are Saridon, Lacto Calamine, i-Pill and Supractiv.