Airtel retains Madison Media, allots OOH, digital duties

The Bharti Airtel media mandate is out and Madison Media has retained the business for the telecom major in addition to bagging the digital and OOH duties.

Agencies in the fray for the account were TME, Starcom MediaVest, Percept, Mediaedge:cia, and Lintas Media Group

Mohit Beotra, Airtel, said that the cfompany had scanned and evaluated various agencies for their infrastructure, expertise and capabilities, and past track record. In the end, Madison, the incumbent agency, was chosen  as it best met Airtel's requirements.

He added, ''We also evaluated other units of Madison World and have decided to place our outdoor and digital business too with Madison Media.''

Madison World handles the OOH segment through two companies, MOMS and Platinum, and will now set up a dedicated team for Airtel.
The incumbent agency for Airtel's outdoor duties was with Portland, a unit of GroupM.

Commenting on the win, Sam Balsara, chairman and managing director, Madison World, said the agency was delighted that Airtel invariably chose Madison, after being reassured that Madison offers an unbeatable combination of infrastructure, skill sets and technical expertise, bound together by a much admired value system.