Madison Media Sigma walks away with Piramal Healthcare media business

The account, previously held by Inter Public Group's Lodestar, is estimated to be Rs 70 crore in size

Piramal Healthcare has awarded its media duties to Madison Media Sigma following a multi-agency pitch which saw participation from Havas's MPG and Omnicom's OMD.

The account, previously held by the Inter Public Group's agency Lodestar, is estimated to be Rs 70 crore in size.

Piramal Healthcare has aggressive plans for OTC category and has recently launched skin creams under its Lacto Calamine brand name.

The company has plans to launch several other brands as well in the healthcare space.

This account win is an addition to Madison's growing list of clients since the start of the current year. Other recent business wins include Raymond, Epic Channel, Maxx Mobile, McCain Foods, Ruchi Soya, Max India’s corporate account, Café Coffee Day, Radikal Rice and Crompton Greaves.