Madison wins Rs 50 crore media mandate for Pidilite

The company did not call for a multi-agency pitch and the incumbent agency on the account was Mediaedge:cia (MEC).

The news was confirmed to Adgully by Sam Balsara, Chairman & Managing Director, Madison World.

In mid-October this year Madison Media won the media duties for ITC. The pitch was initiated earlier this year for an agency that could handle the media duties for the entire ITC portfolio across all its verticals. The account size was reportedly believed to be a phenomenal size of over Rs.400 crore.

Some of the major brands by the company- Pidilite include Fevicol, Fevikwik, Dr Fixit, M-Seal, Hobby Ideas etc.

Pidilite's product offerings include Adhesives and Sealants, Construction and Paint Chemicals, Automotive Chemicals, Art Materials, Industrial Adhesives, Industrial and Textile Resins and Organic Pigments and Preparations.