MUMBAI: Madison Media has grabbed the creative duties of ITC Ltd following a multi-agency pitch that also saw Mudra Max, Starcom, MEC and incumbent Lintas Media Group combat for the same. 

Though no official conformation came forth while filing the report, industry sources peg the account size to be above Rs 4 billion.

As part of its new mandate, Madison Media will start working on the entire ITC portfolio across all media platforms (except outdoor), beginning 1 January, 2011.

ITC has presence in cigarettes, hotels, paperboards and specialty papers, packaging, agri-business, packaged foods and confectionery, information technology, branded apparel, personal care, stationery, safety matches and other FMCG products.