Mumbai: Madison Media announced that it has been appointed as the Media AOR 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 Relaunch stage and is estimated to spend Rs 25 crore.
Started by three brothers in April 1956, Weikfield has been spreading sweetness among its consumers through a diverse portfolio of quality food products. Initially, the company began manufacturing and selling three products to the local markets – Custard Powder, Baking Powder and Cornflour. Over the last 60 years, Weikfield has become the largest seller of Custard Powder, Baking Powder, Cornflour and Vegetarian Jelly Crystals in India. With two state-of-the-art manufacturing units in Pune and one in Himachal Pradesh, the company aims to produce and market trusted food brands with the highest standard of international quality for consumers in the Indian and global markets.
Speaking about the partnership with Madison Media, DS Sachdeva, CEO, Weikfield says, “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.”
Says Vikram Sakhuja, Group CEO, Madison Media &OOH, “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.”
Says Vanita Keswani, CEO, Madison Media Sigma, “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.”