MUMBAI: Bharti Retail, which operates a chain of multiple format stores, has awarded its media duties to ZenithOptimedia.

Says ZenithOptimedia CEO Satyajit Sen, "It‘s a big win for us. Bharti Retail is a major client and retail is a great space to be in. We are also feeling good about it because we have won it against a media giant like Madison."

The account was being serviced by Madison Media. ZenithOptimedia had earlier taken the media account of Yatra.com from Madison.

Madison Media had won the Bharti Walmart account in 2008 and had been handling it since then.