MUMBAI: Madison Media has won the media duties of Pidilite Industries. The account size is pegged at Rs 500 million.

Madison Media chairman and managing director Sam Balsara confirmed the news to Indiantelevision.com.

"We have won the Pidilite account, " he said.

Mediaedge:cia (MEC) was the incumbent agency. There was no multi-agency pitch involved.

The creative mandate of Pidilite Industries will still remain with Ogilvy.

Pidilite Industries specialises in adhesives and sealants, construction and paint chemicals, automotive chemicals, art materials and industrial adhesives. Its major brands include Fevicol, Fevikwik, Dr Fixit, M-Seal and Hobby Ideas, among others.