MAM
LG Ad consolidates 50% of LGEIL’s creative biz
MUMBAI: In a major move that would allow it to consolidate nearly 50 per cent of its creative business under its in-house ad agency, LG Electronics India‘s (LGEIL) has shifted its full home entertainment (HE) series to LG Ad.
The business, which includes flat panel, colour televisions, home theaters and audio-visual products, has migrated from Rediffusion-Y&R. The flat panel segment will alone consume Rs 3 billion towards marketing across various platforms.
Rediffusion-Y&R, however, retains the creative duties of LGEIL‘s corporate, home appliances and mobile accounts.
LG Ad is already working on LGEIL‘s air-conditioner, water purifier and the entire below the line (BTL) businesses.
LG Ad business head – vice president Nitin Makdani said, “Currently there are no promotion or campaigns going around the mobile and corporate accounts – once they get the limelight, we will be called to present our ideas and I am sure we will get those accounts as well.”
Notably, the home appliances business, another major part of the LGEIL‘s ad business, is under review and the result is expected soon.
Makdani, who heads the agency‘s office in India, is confident that they will get the account. “LG Ad is looking to consolidate the entire LGEIL business in India, before tapping outside business. We need to successfully execute our current businesses and then start looking for new clients,” he said.
LGEIL chief marketing officer Lakshmikant Gupta said, “We will continue reviewing and both agencies will be actively asked to present their ideas for our various businesses in future.”
GIIR, which holds LG AD, was incorporated into LG Group in 2008 and since then LG Ad has been in an expansion mode. The agency has also opened offices in the United States, Moscow, United Kingdom, and Beijing and will be opening in Dubai soon.
India is one of the foremost markets for the agency, and since its inception in 2010, the agency has been adding LGEIL‘s various accounts to its kitty.
In Korea, the agency handles the whole bunch of LG‘s businesses. The other clients are Korean Air, Korea Tourism Organization, Shinhan Card, GM Daewoo and Mercedes Benz.
Brands
Hyundai and TVS Motor partner to develop electric three wheelers
Joint development pact targets last mile mobility with localisation push
MUMBAI: Three wheels, one big ambition and a charge towards the future. Hyundai Motor Company and TVS Motor Company have signed a joint development agreement to co-create electric three-wheelers (E3Ws), aiming to crack India’s complex last-mile mobility puzzle. The collaboration moves beyond concept talk into execution mode, building on the E3W prototype first showcased at the Bharat Mobility Global Expo 2025. The goal now is clear, design, develop and commercialise a purpose-built vehicle tailored to Indian roads, riders and realities.
Under the agreement, Hyundai will lead design and co-development, bringing its global R&D muscle and human-centric engineering approach to the table. TVS Motor, meanwhile, will anchor the product on its electric platform, leveraging deep three-wheeler expertise and local market insight. It will also handle manufacturing and sales in India, with an eye on exports down the line.
The timing is strategic. India remains the world’s largest three-wheeler market, where affordability, durability and adaptability often outweigh sheer innovation. The upcoming E3W aims to strike that balance combining advanced technology with practical features such as adaptive ground clearance for monsoon-hit roads, improved thermal management for tropical climates, and flexible interiors suited for passengers, cargo or emergency use.
A key pillar of the partnership is localisation. Major components will be sourced and manufactured within India, a move expected to strengthen the domestic supply chain, create jobs, lower costs and improve after-sales support.
The shift from prototype to production will involve rigorous testing, certification and refinement to meet regulatory standards and consumer expectations. Dedicated cross-functional teams from both companies are already in place to accelerate timelines.
At a broader level, the tie-up reflects a growing trend in mobility, global players partnering with local specialists to navigate emerging markets. For Hyundai and TVS, the bet is that combining scale with street-level insight could unlock a new chapter in sustainable urban transport, one that runs not just on electricity, but on relevance.
