Madison bags Cadbury India AOR business

MUMBAI: Madison Communications has added another feather in its cap by adding Cadbury India to its impressive client list that already has bigwigs such as Coca Cola India, P&G amongst others. The agency will take over from Carat India and will handle the AOR for the chocolate, sugar confectionery and malted food drinks business of Cadbury India.



Carat, MindShare/Maximize, Madison, Mediaedge, MediaCom, Starcom and Zenith Media were some of the agencies pitched for the planning and buying business of Cadbury India after the company called for a review.

For the year ended 29 December 2002, the net sales of Cadbury India Limited were Rs 6846.58 million (source: Cadbury by its own admission spends anything between 10 per cent and 10.3 per cent on advertising and promotions. Therefore, it would be fair to say that the spend on advertising and promotion should be anything between Rs 600 million and Rs 700 million.

The media agencies were asked to present credentials, after which two were shortlisted (along with Carat). Following this initial exercise, a proper media brief will be given for the final pitch.

Cadbury India GM-marketing Sanjay Purohit was quoted as saying that Madison best matched the desired requirements - namely excellent media strategy, efficient media buying and superior innovation.

Earlier, Cadbury India announced the rearrangement of its brand portfolio across its three existing creative agencies in line with its future growth ambitions. An official release informs that the reshuffle has been done with the intention of increasing agency focus, nurturing expertise across specific categories and to optimise team efforts.

In this reshuffle, Ogilvy & Mather will continue to handle the four chocolate power brands (Cadbury's Dairy Milk, Perk, Five Star, Gems) and Bournvita. Contract Advertising (India) will now look after Halls and Eclairs besides Chocki, other mass-market brands and the Gifting portfolio. Lemon has been assigned Milk Treat and Temptations, apart from new brand initiatives such as Delite.


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