Madison to handle BJP media account once again

The Bharatiya Janata Party (BJP) has appointed Madison Media to handle its media buying duties for the upcoming general elections, once again betting on Sam Balsara-led agency that helped it sweep the 2014 elections, people aware of the development said. The account size is said to be Rs 500 crore, they said.

Madison will create media planning and buying strategy for BJP for all mass media, including print, television and radio, sources said. Balsara, chairman of Madison Media, declined to comment.

Madison had handled BJP’s media mandate during the previous Lok Sabha elections when it recorded the biggest election victory in 30 years. Madison is known to have come up with several innovations then to help connect with young voters.

BJP has also stuck to Piyush Pandeyled Ogilvy & Mather — which created the successful ‘Ab ki baar Modi sarkaar’ campaign in 2014 — as its creative agency, according to media reports. Soho Square, owned by O&M, and Prasoon Joshi’s McCann, too, had worked with the party in the last general elections.

Congress, which is the main opposition party, is yet to choose its advertising agencies for the upcoming elections.

It had hired Dentsu as its creative agency for the recent assembly polls. when it managed to oust BJP in Rajasthan, Madhya Pradesh and Chhattisgarh. However, the Congress campaign had failed to match the BJP ad blitz.