MUMBAI: Madison has retained the lucrative Airtel account. The account size, pegged at Rs 3.5-4 billion, includes the agency on record (AOR) for Airtel and also associate companies Bharti AXA, Del Monte and Bharti Retail.

The competition for such a large account must have been fierce, with pitches coming in from TME, Starcom Mediavest Group, Mediaedge:cia, Percept, Lintas and their various digital and outdoor advertising arms as well.
 
Airtel had called for pitches from various agencies after staying with Madison for five years.

Prior to this Airtel‘s outdoor media was handled by Portland, a part of Group M, but now Maidson is going to handle the consolidated media for the company, including its outdoor activities. Madison already has two outdoor agencies, MOMS and Platinulsara and will be creating another arm to handle Airtel‘s outdoor media activities.
 
Madison Media Group-CEO Punitha Arumugam, "We are really looking forward to being the one stop media agency for Airtel. Doing the entire integrated marketing solutions and media planning for traditional, digital and now outdoor is a huge responsibility which we are happy to handle. Since we are the continuing AoR for Airtel, we will work on on-going projects and campaigns. Now with OOH added to the kitty, we will have more to do, and will try our best to use all media forms to maximise the company‘s ROI."