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Madison Media picks up BJP mandate for general elections

MUMBAI: Advertising agency Madison Media has bagged the media duties of the Bharatiya Janata Party (BJP) for the upcoming 2014 general elections in a multi-agency pitch which started last month.

A well-placed source told that the account is pegged between Rs 300-400 crore (Rs 3-4 billion) for all the activities on different mediums like TV, Print, Radio and Digital. The outdoor duties for the campaign will be outsourced.

The account will be handled by the agency’s Delhi office.

The source further stated that the other agencies that took part in the pitch process included GroupM, Lodestar and other smaller agencies.

In 2009, BJP’s election campaign was handled by McCann Worldgroup’s TAG and media agency Lodestar.

This year, BJP’s candidate Narendra Modi has taken to the social media and digital space in a big way with videos getting viral on the digital platform YouTube. His strong persona and communication skills too have made a mark on television screens and other mediums as well.

In comparison, Congress will have to work hard on its campaign to divert some attention. Thus, Congress has engaged advertising agencies Dentsu India and JWT for a Rs 500-crore (Rs 5 billion) campaign to face the challenge posed by Modi and attain a hat-trick in the 2014 general elections. They aim to diffuse some of the spark created by Modi and are stated to be working hard on building a strong campaign to promote the party.