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In
a hotly contested pitch in which leading media specialists
participated, Madison Media has won the Rs 1,000 million
media account of the Rs 45,000-million Essel Group.
The
size of the account has been valued at Rs 1000 million after
factoring in the just launched Super Lotto on-line lottery
of Playwin Infravest Pvt. Ltd. which contributes substantially
to the billing, an official release states. Madison will
also be handling the Zee bouquet of 13 channels as well
as Agrani Convergence Ltd.
The lottery business in India is already very huge and is
estimated to be worth Rs 500 billion. With on-line lotteries
coming in, this business is bound to expand and Essel Group's
Playwin through aggressive advertising in press, television
and outdoor hopes to enlarge the market and win a substantial
share of the enlarged market. On-line lottery is a huge
business globally with a market size of $125 billion and
an estimated 80 per cent of the UK population participates
in on-line lotteries.
The
group companies have separately also decided to place all
outdoor business through MOMS, the independent specialist
outdoor unit of Madison.
Says Punitha Arumugam, COO of Madison Media (West) who led
the pitch: "We will make media a key driver to build the
various brands of the Essel Group."
The
big clients that Madison Media handles include Coca Cola,
P&G, Godrej Consumer Products, Godrej Sara Lee, Kinetic,
Maruti and BPL. Madison Media is a part of Madison Communications,
which has specialized units in Creative, Media, PR, Rural
and Outdoor.
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