Saugata Gupta, Marico marketing head, said Madison would handle planning and buying.
Madison won a four-way pitch against Maximise, Carat, Madison Media and incumbent MediaCom.
The US$7.32-billion Marico Industries has leading hair oil brands such as Parachute, Shanti Amla and Mediker in its portfolio. In edible oils, its brands include Saffola. It has increased its portfolio in recent times by venturing into skin care clinic (Kaya Aesthetics) and a high-end cosmetics line called Sundari. It has also ventured into the foods business with a soy-based brand called Mealmaker.
Indian FMCG firm hires Madison in media shake-up
Marico Industries has appointed Madison Media to handle its media duties, a month after it streamlined its creative business with a two-agency structure.