Jindal Stainless has appointed Madison Media as its official media agency of record (AOR) following a competitive multi-agency pitch, marking a significant step in the company’s evolving brand strategy.

Under the mandate, Madison Media will handle media strategy, planning, and buying for the stainless steel major from its Gurugram office. The partnership comes as Jindal Stainless sharpens its focus on expanding beyond its established B2B presence to strengthen engagement with consumer-facing audiences.

The collaboration is aimed at building a more integrated, insight-driven media approach that enhances brand visibility and supports the company’s next phase of growth. As the brand explores broader consumer outreach, Madison Media will focus on creating sharper and more adaptive media solutions tailored to changing audience behaviour.

Ajit Varghese, Partner and Group CEO of Madison Media & Hiveminds, said Jindal Stainless has built a strong reputation in the B2B segment over the years and now has a major opportunity to extend that credibility into the B2C space through stronger consumer engagement.

Echoing this sentiment, Mimi Deb, COO of Madison Media Plus, highlighted the momentum currently surrounding Jindal Stainless and said the agency will bring a data-led media strategy designed to match the company’s pace of growth and deliver consistent impact.

From Jindal Stainless, Vijay Sharma, Director – Corporate Affairs, expressed confidence in the partnership, noting that Madison Media’s strategic capabilities and understanding of today’s evolving media ecosystem align closely with the company’s brand vision.

The appointment signals Jindal Stainless’ growing emphasis on modern brand-building and reflects its ambition to create stronger visibility across a wider audience base, leveraging media innovation to support long-term business growth and market expansion.