Madison bags Airtel AOR

MUMBAI: Airtel announced yesterday the appointment of Madison Media to handle its Rs 1 billion media planning and buying account. Percept continues as its outdoors agency.
 
Seven agencies were in the running to win the account that was earlier split between The Media Edge (TME) for media planning while Carat was in charge of media buying.
 

“As Airtel expands its footprints to the remaining six mobile circles in the country, we will be the only GSM player in the country with such an expanse. As a first step towards synergising business, we have consolidated the media buying and planning functions and entrusted Madison with the responsibility,” Bharti Tele-Ventures, Mobility, Group CMO and Director, Atul Bindal was quoted in a UNI report as saying.