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With reference to the exchange4media report 'Madison gets Rs 15-cr Tata Chemicals account too' (April 4, 2005), Maxus officials have pointed out that though they were invited for the pitch, they did not participate in it owing to the non-viability of the commercial terms.
Said CVL Srinivas, MD, Maxus, "The commercial terms were not viable and so we decided to not go ahead with the pitch at all."
Given these developments the agencies in the fray for the pitch included Madison, Lodestar and Starcom. The incumbent TME also did not fight for the business.