Airtel media account likely to be bagged by Madison

It is not without reason that advertising and media circles have been speculating on the Bharti Cellular's Airtel media account for the past two months. It is one of the largest media accounts going around, worth almost between Rs.80 to Rs 100 crore of media investments. exchange4media has learnt from reliable sources that Madison has all but bagged this prized account, though both Bharti Cellular as well as Madison officials are tightlipped about the development.The formal announcement to this effect is likely to happen very soon.

The Bharti group's Airtel is one of the largest media accounts in Delhi.According to available industry estimates,among Delhi-based companies, the media account of Samsung is supposed to be the largest at about Rs 140 crores, followed by Maruti Udyog at Rs 100 crores. Closely following them are LG at Rs. 80 crores (likely to go upto Rs.120 crores), Pepsico (including Pizza Hut, Pepsi soft drinks and Frito Lay, all included) at Rs 90 crores. The other large media accounts in Delhi are Hero Honda (Rs. 55 crores which includes Rs. 33 crores of print) ,Hyundai (Rs 50 crores), Glaxo Smithkline (Rs 40 crore plus) and Gillette (Rs 30 crore). As for brand Airtel, its has over 4.5 million subscribers with a footprint in 15 states covering all the four metros.

We at exchange4media.com broke the news of Airtel inviting the media pitch.As reported by exchange4media.com on 1st April 2004 Bharti Cellular evaluates its Rs 80-cr media account it was around two months back that Bharti Cellular got in touch with most of the leading media agencies, including Lodestar, Insight, Zenith, Madison and incumbents TME and Carat, and invited them for a credentials round. Only three agencies figured in the second round -- Madison, Carat and Group M'sZenith. The intention was to consolidate the entire media mandate under one roof. Till date, the media buying mandate was with Carat, while the planning duties were held by Media Edge, the specialist arm of Rediffusion-DY&R.

Significantly, Madison very recently declined the invitation to participate in the Tata media pitch (including its cellular service). And Airtel officials have, off the record, not hidden their admiration for Madison. However, Madison boss Sam Balsara recently told exchange4media that it had stayed away from the Tata pitch because “our philosophy is about dealing with a few clients and we do not generally participate in all pitches that we are invited to.” But was it a calculated risk that Madison took, on the belief that it would be able to wrest the Bharti Cellular account? As the Airtel account is now headed for Madison, does it then mean that BPL will have to look for a new agency for its media duties? Keep reading exchange4media.com for more details on further developments on this prestigious Airtel media account.