Mumbai: Café Coffee Day (CCD) has awarded its media mandate to Madison Media for its chain of coffee Cafés.

The account size is estimated to be around Rs 400 million and will be handled by Madison Media Omega in Bangalore.

Madison Media Group CEO Gautam Kiyawat said, “We are delighted to have India’s premier and leading café chain, Café Coffee Day, to our roster of clients and are confident of helping it grow and gain further market share in the country.”

CCD president marketing K. Ramakrishnan said, “Café Coffee Day being a brand for the young and the young at heart, we needed a partner who would be passionate about the brand, to be able to understand the category in depth and the varying dynamics to enable us to move along at a fast pace. We are confident of Madison Media’s thought leadership and competence in executing the campaigns. We are delighted to have them on board”.

Café Coffee Day as a brand has never advertised in mass media in the last 16 years of its existence. It has been built on different marketing initiatives, coffee category building activities, public relations and social media.

The brand has just launched its first ever television commercial titled ‘Sit Down’ that has been created by Creativeland Asia.

For the record, Madison Media Group handles media mandate for clients including Airtel, Godrej, Cadbury/Kraft, ITC, General Motors, Marico and McDonald’s.