On the win, Madison PR chief operating officer, Veena Gidwani said, "I think we scored on a couple of key issues - innovative and creative ideas and national reach with fast turnaround time."
The consultancies were evaluated on the basis of their credentials and strategic input during the pitching process.
"The account was earlier handled by Brand.com, then Genesis PR worked on the business for a short while before the client invited about 10 agencies for the pitch," commented Gidwani on the account's history.
Coffee Day has tasked Madison PR to build brand equity across its four business divisions: 'Cafe Coffee Day' the country's largest retail chain of coffee shops with 113 outlets nationwide, 'fresh and ground' the retail sale of its own-grown coffee beans and ground coffees, 'vending' coffee dispensing machines, and 'Coffee Day Xpress', its coffee and snack stops at convenience locations such as petrol pumps.
"The mandate for us is to enhance the corporate image, build brand equity for the four business groups and work on launches and the promotion of products, services and cafes," said Gidwani.
As the premium coffee revolution intensifies in India, the consultancy has been tasked with spreading buzz surrounding the brand. Besides Cafe Coffee Day, other local established players in the same segment include Barista and Qwiky's.
On the challenges posed by the assignment, Gidwani said: "The environment is getting more competitive, so the challenge lies in establishing key differentiators in terms of perception in the minds of consumers and the media."
She added that the intense level of activity in the marketplace called for "quick, creative, PR solutions and responses", with the ultimate target of enabling the coffee giant to reach its growth targets.
Amalgamated Bean Coffee Trading Company, the erstwhile name of Coffee Day, introduced the coffee bar concept to India in 1996.
Madison, which has 12 offices in India, has worked with Indo Nissin Foods and the Indian Tea Association.