Madison Media has recently picked up the GM India media buying account for the next three years. Estimated at a Rs. 100 crore, GM India is the third largest advertiser in the Indian automotive market following players like Maruti Suzuki and Hyundai Motor.

The company won the account among closely-help pitch between the six agencies. Notably, the increased expenditure on advertising was also the result of the parent company going into the bankruptcy process in the US.

Out of six agencies, some other names that took part in the pitch were -Starcom, OMD and Lodestar. Moreover, with launches like Cruze and Beat in the Indian market during a time-frame of 3-4 months has also led to an increase in the expenditure of this auto major.

However, as the company aims to position itself as a more environment friendly carmaker, it will again see a rise in its advertising spends. Notably, GM India is expected to launch an electric version of the GM Spark by the end of the current calendar year. Madison also allocate media appends for companies like Bharti Airtel and Coca-Cola among others.