Madison Media Ultra, a Madison World subsidiary, has retained the media rights for Parag Milk Foods. The manufacturer of dairy products had released a request for proposals (RFP) for its media buying and planning account in April of this year. The agency won the account in a multi-agency pitch will manage the media mandate for all of the sub-brands, including Gowardhan, Go, Pride of Cows, and Avvatar. Madison will oversee all of the sub-brands media responsibilities. The advertiser and the agency have collaborated since 2012.
Indian dairy FMCG company Parag Milk Food was founded in 1992 and specializes in value-added goods like yoghurt, cheese, ghee, and flavoured milk. The account size is roughly INR 100 to 120 crore, according to sources. Madison is going to be in charge of the mandate for all of the products in the portfolio, which includes Avvatar, Pride of Cows, Gowardhan, and Go.
Global distribution is achieved by the brand Parag’s milk products, which are sold in the USA, the Philippines, Mauritius, Australia, Korea, China, and Singapore, among other nations.
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Speaking about the agency’s appointment, Akshali Shah, executive director, Parag Milk Foods, commented,
“At Parag Milk Foods, we deeply value our partnership with Madison, which has been a driving force in shaping our brand’s growth and innovative approach to marketing. Together, we have transitioned from traditional media to high-impact, multi-platform strategies that resonate more deeply with our audience.”
Shah further stated,
“Madison has been instrumental in our collaborations with popular shows like Kaun Banega Crorepati, India’s Got Talent, Super Singer, Anupamaa, and more recently, Bigg Boss. These partnerships have enabled us to create immersive brand experiences, such as Go Cheese’s ‘Greed Corner’ in Bigg Boss, and extend our reach across TV, OTT, and in-show integrations. We look forward to continuing this valuable relationship with Madison, further strengthening our presence and fostering long-term brand loyalty across diverse platforms,” she added.
Commenting on this retention, Sam Balsara, chairman, Madison World, said,
“Parag Milk Foods has consistently demonstrated innovation and a deep understanding of the evolving consumer landscape. Their ability to blend tradition with modern marketing techniques sets them apart in the dairy FMCG sector. At Madison, we are proud to have played a key role in aligning their marketing strategies with their growth ambitions, fostering a successful and long-lasting partnership.”
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