Cipla Health has called for a review of its media duties account. The mandate is currently with Madison.

According to sources close to the development, the size of the account is estimated to be around Rs 200 crores. All major agencies are participating in the pitch process, say the sources.

When contacted for comment, Shivam Puri, CEO of Cipla Health, said, “As per process, Cipla Health conducts an agency refresh every three years. We have a good partner in Madison and they are also part of the pitch."

Madison Media was appointed the Media AOR for Cipla in January 2020. The account was won following a multi-agency pitch and included Print, Television, Radio, Cinema, Outdoor, Digital and Social Media.

Cipla Health is the consumer healthcare arm of Cipla. Its product portfolio includes brands such as Nicotex, Cofsils, ActivKids, Prolyte ORS, MamaXpert and Maxirich.