AD Agencies
Madison Media Alpha and PMG enable Atomberg to become the Official Partner for BCCI
Mumbai: Atomberg Technologies, India’s fast-growing home appliance manufacturer, has partnered with the Board of Control for Cricket in India (BCCI). The deal was consulted by Madison Media Alpha and Professional Management Group (PMG), which are part of Madison World, India’s largest homegrown communications network.
The partnership between BCCI and Atomberg will begin in 2024 and will cover all major BCCI events until 2026, including domestic and international tournaments.
On this announcement, Atomberg Technologies founding member & chief business officer Arindam Paul said, “There is no comparison to the reach and credibility that any association with cricket brings to brands looking to scale up pan India. Atomberg with its revolutionary products have captured the imagination and love of consumers across the length and breadth of the country and built a 1000 cr ARR business in less than a decade. In the last couple of years, we have used the power of bilateral cricket by being broadcast sponsors for many marquee series. And looking at the excellent results in both brand and business metrics, this official partnership with BCCI was the next logical step for us. We hope the visibility offered by the sport and the association will go a long way in building brand awareness and brand love for Atomberg”.
“At Madison, we firmly believe that association with cricket gives an unparallel reach and I strongly believe that Atomberg’s association with cricket embarks on a journey to be one of the most prominent brands in the country. With Atomberg’s association with BCCI events on ground, it signifies a great deal of prestige”, commented Madison Digital and Madison Media Alpha CEO Vishal Chinchankar on this association.
AD Agencies
Microsoft shifts global media account from Dentsu to Publicis Groupe: Reports
Closed review ends decade-long tie-up; Xbox remit may remain with Dentsu
MUMBAI: Microsoft has reassigned its global media planning and buying business to Publicis Groupe, according to media reports, ending Dentsu’s long-standing stewardship of one of the advertising industry’s biggest accounts.
The move follows a closed review and marks a notable shake-up in the global media landscape. Dentsu, which managed the account through Carat, had held the mandate since 2014 and successfully defended it in a 2018 review.
While the broader business is shifting, Dentsu is expected to retain media responsibilities for Xbox, according to media reports, though the exact contours of that arrangement remain unclear. None of the parties involved have publicly outlined the transition timeline or the full structure of the handover.
The scale of the account underscores the significance of the change. Estimates from COMvergence, cited by Ad Age, peg Microsoft’s global media spend at roughly $700 million last year.
For Publicis Groupe, the win deepens an already expanding relationship with the tech giant. Earlier this year, Microsoft Advertising partnered with Publicis Media Exchange and Epsilon to integrate Epsilon’s data into its platform, aiming to sharpen targeting across search, native and display formats.
The decision reflects a broader industry shift, as large advertisers increasingly favour agency partners with strong first-party data capabilities, AI integration and platform-led solutions. Publicis Groupe has been leaning into this model, positioning its data assets and technology stack as a central differentiator.
For Dentsu, the loss is significant. Media remains a core pillar of its global business, and the development comes close on the heels of leadership changes, including the appointment of Takeshi Sano as global chief executive officer.
The shift also carries a touch of irony. Microsoft and Dentsu have worked closely beyond the client-agency relationship, including collaborations around AI tools such as Copilot to support media and creative workflows.
As the dust settles, the message is clear: in today’s data-driven, AI-powered media world, relationships may be long, but they are rarely permanent.
