Britannia moves from Maxus to Madison

India - Madison Media has won the media duties for Britannia Industries, one India's leading biscuit manufacturer, following a hotly-contested pitch.

The pitch that was completed in two rounds saw other participants such as OMD, Mudra Max, MPG, Lodestar Universal and incumbent agency Maxus. The new agency will take up its role beginning July this year.

Maxus has handled the account for about five years now. Prior to that, Lintas Media Group's (LMG) media agency Initiative was in charge of the media duties. A spokesperson from Britannia revealed that as per corporate policy, the company reviews its agencies every four to five years.

Britannia's creative duties are divided amongst three agencies - Lowe, McCann Erickson and Grey. Lowe has been a creative partner with the company for almost two decades now. McCann Erickson came aboard three years back.

Britannia is one of the biggest players in the biscuits category in India. In 1997, the company unveiled its new corporate identity, 'Eat Healthy, Think Better', and forayed into the dairy products market.

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