Mumbai: Consumer food company LT Foods has appointed Madison Media as Media Agency of Record (AOR) for its premium rice brand ‘Daawat’.

The account was won in a multi-agency pitch and will be handled by Delhi-based Madison Media Plus.

“Daawat has a multichannel marketing communications strategy to reach the consumers and we are happy to consolidate our media needs with Madison Media for an innovative and novel approach to brand building," said LT Foods' head - India business, Ritesh Arora. "We are aggressive in our growth strategy and hopefully this partnership will establish a brand salience for Daawat across the country.”

Madison Media & OOH's partner & Group CEO Vikram Sakhuja said, “We are thrilled to have been awarded the Daawat account. Not only do we have the opportunity to convert a largely unbranded category, but we also have the arsenal of a superior product with a rich legacy.”

Madison Media Plus CEO Rajul Kulshreshtha said, “We’re excited to have won the account of LT Foods and look forward to a memorable association.