MUMBAI: Titan Industries Limited has consolidated it’s media planning and buying with Group M's Maxus. The Titan account is pegged at Rs 400 million.

According to an official release from Maxus, the other agencies in the fray were Madison, Starcom and Lodestar.

The Media Edge (TME) was the incumbent media buying agency for Titan, as part of the centralised Tata buying agency of record (AOR). Maxus had won the media planning assignment on Titan earlier this year in a pitch against Madison and TME, informed the release.

With this win, Maxus has been entrusted both media planning and buying duties on all brands of Titan Industries Limited, which includes Titan, Sonata, Tanishq among others.

Maxus India managing director CVL Srinivas feels that their ground strengths in Bangalore coupled with the width and depth of expertise in traditional and non traditional media swung the decision in their favour.

Among Maxus clients in India are Hero Honda, Hutch, Britannia, Himalaya, Seagram, VIP Industries, Pidilite, Ranbaxy, Walt Disney, etc.