MUMBAI: On a winning spree, Madison Media has added Piramal Healthcare‘s media AOR to its kitty. The account was won in a multi agency pitch where other agencies like OMD and MPG also participated. The estimated size of the account is Rs 70 crore.

Lodestar handled Piramal‘s account previously.

On winning the account, Madison Media Sigma COO Vanita Keswani says, "We are delighted with this new win and are looking forward to a long and mutually beneficial relationship".

Piramal Healthcare has aggressive plans for OTC category and has recently launched skin creams under its Lacto Calamine brand name. The company also plans to launch several other brands as well in the healthcare space.

Piramal Healthcare consumer products COO Kedar Rajadnye says, "Given our ambitious plans, we wanted to enhance our current capabilities in media strategy & buying front and hence looked out for partners who could create a higher value on this aspect. Madison Media fitted very well in the requirement & our scheme of things as we were very happy to see their approach being very similar to our mindset."

Madison Media has recently won a host of new businesses including Raymond, Epic Channel, Maxx Mobile, McCain Foods, Ruchi Soya, Max India‘s corporate account, Café Coffee Day, Radikal Rice and Crompton Greaves.

With the media agency handling media planning and buying for blue chip clients including Airtel, Godrej, Cadbury/Kraft, ITC, General Motors, Marico, McDonald‘s TVS, Levis, SpiceJet, Domino‘s, Bharti AXA, Max Life Insurance, Asian Paints, Pidilite, Tata Salt, Acer, Crompton Greaves, Dish TV, Times Television Network, Indian Oil, Enamor Lingerie, Gowardhan Dairy, Café Coffee Day and many others, the gross billing of Madison Media is about Rs 3000 crore.