NIC Ice Cream has announced the appointment of Madison Media Ultra, a unit of Madison World, as its official media agency on record. 

The account will be handled by the agency's Mumbai office. The mandate includes traditional, digital and outdoor duties. 

Jeetendra Bhandari, founder, NIC Ice Creams, said, “Our partnership with Madison Media Ultra will help us to further grow our media and business footprint as we embark on our growth journey. This is extremely exciting news and we are looking forward to a collaborative process with the Madison team to create 'cool' and impactful pieces of work."

Jolene Fernandes Solanki, chief operating officer, Madison Media Ultra, said, “As proud partners, we are pleased to be able to participate in the exciting growth journey of NIC Ice Cream. Together with them, I and my team are eagerly looking forward to creating ‘honestly crafted’ work."