Madison Media has been appointed as the media AOR (agency on record) for food products company, Weikfield. The account was won in a multi-agency pitch and will be handled by Madison Media Sigma. The agency will handle the entire media mandate including print, television, cinema, and outdoor. The brand is in a re-launch stage and is estimated to spend Rs 25 crore (on media activities).
Started by three brothers in April 1956, Weikfield today boasts of a diverse portfolio of food products. Initially, the company began manufacturing and selling three products to the local markets – custard powder, baking powder and cornflour.
DS Sachdeva, chief executive officer, Weikfield said, “We are excited to have Madison Media team on board to handle our media mandate. The team at Madison mirrors our ambition for the brand, making them the perfect partner for us. We are confident that Madison Media with their deep experience in the category and strategic expertise in providing integrated solutions; will contribute significantly to our journey to help Weikfield become one of the most loved food brands in India. We look forward to a great association and long partnership with Madison Media.”
Vikram Sakhuja, group CEO, Madison Media & OOH said, “Weikfield is a brand we have grown up with and has great legacy. It is a matter of pride and privilege for us in Madison to be entrusted with bringing renewed momentum to the brand in Media.”
Vanita Keswani, CEO, Madison Media Sigma added, “Delighted to be working for India’s leading food company – Weikfield. We look forward to partner with them in the relaunch stage and create memorable campaigns along the way.”