MUMBAI: Radio Mirchi has appointed Starcom Worldwide as its media mandate, replacing incumbent agency Madison.

Starcom‘s Mumbai office will handle the account. Work on the mandate has already begun.

Radio Mirchi national head of marketing G G Jayanta said, "We are pleased to appoint Starcom since we needed a partner who is future focussed and can help us navigate the new media landscape. Their in-house research and tools are very impressive and they have already demonstrated how they could leverage their arsenal to benefit our business. Their whole approach was very refreshing and their media product and philosophy are pretty solid. We look forward to a long and rewarding association with Team Starcom."

SMG CEO India Malli CR said, "We are thrilled to win the Radio Mirchi account. Given the developments in this sector, we look forward to exciting times. We have planned some specific research and insights projects using our proprietary tools and optimisers."

Over the past year, SMG has won accounts like Aircel, Dabur, Axis Bank, Zee Learning, Supermax and Sterling Holidays. The agency has been aggressively strengthening its media product in India.