It is a known fact that Britannia was reviewing its media duties after five years. It is now confirmed from sources close to the development that Madison Media Group has bagged the business. The size of the business is above Rs 50 crore. The business was being handled by Maxus India who was handling it since April 2004.
The Britannia media pitch was shrouded in mystery as the people in the media itself were divided if the pitch was actually taking place or not.
Britannia Industries has big advertising spends and very much visible as a brand. For its creative duties, it has on board, McCann Erickson and Lowe Lintas. Grey too handles some part of the business.