India media firm awards $20.5m deal to Madison

The assignment covers Zee's 13 channels, which form India's largest private television network; Super Lotto online lottery of Playwin Infravest, the country's first online lottery show; and Agrani Convergence, according to Sam Balsara, managing director of Madison Media.

Essel has also handed the outdoor advertising business of Playwin Infravest and Zee Network to Madison Outdoor Media Services.

A spokesperson for Zee Telefilms, said: "As long as the Essel companies were managing media separately, we were not getting the benefits of scale. This move will hopefully sort out that problem."

Essel Group's roster of creative agencies remain unchanged: Saatchi & Saatchi servicing the Playwin Infravest account, WPP Contract Advertising working on most Zee channels, Rediffusion DY&R handling the flagship Hindi entertainment channel Zee TV and McCann-Erickson on Zee News.

Essel intends to leverage its strength in entertainment with the growing popularity of online lottery. Zee TV, India's leading Hindi entertainment channel, will air the inaugural draw of the 'Super Lotto', on March 29.