MUMBAI: Madison Media has bagged the media mandate of Radikal Rice following a multi-agency pitch that saw participation of agencies like MEC, Zenith Optimedia and Carat.

The account size is estimated to be around Rs 250 million and will be handled by Platinum Media in Delhi, Madison said.

Madison Media group CEO Gautam Kiyawat said, “We are excited to partner with this new age food Company, and are looking forward to helping them gain their rightful share in India’s growing food
industry.”

Radikal Overseas managing director Siddharth Chaudhary said, “After reviewing several agencies, we found the right partner in Madison Media, given their expertise of the Indian media market and proven track record. I look forward to a long and mutually beneficial partnership”.

Radikal is manufacturer and supplier of premium basmati rice with
nutritive value.

For the record, Madison Media has also won media duties of brands like Dixcy Textiles, Enamor Lingerie, Gowardhan Dairy and Crompton Greaves this year.