MAM
MEC launches MEC Touchpoints
MUMBAI: MEC, a global media agency has launched MEC Touchpoints, a tool that builds on MEC’s knowledge of the consumer purchase journey combined with global media-survey data from the recently launched GroupM LIVE Panel.
MEC Touchpoints is built around the Active and Passive stages of the purchase journey, as defined by MEC Momentum, the agency’s proprietary approach to understanding and quantifying how consumers make purchase decisions. Combining the strategic framework of MEC Momentum with data from LIVE Panel, GroupM’s global survey of media and consumer insights, MEC Touchpoints identifies the communication touchpoints that are most valuable to a brand, across any one of 15 categories in 30 countries.
In contrast to the common assumption that there are general rules about which touchpoints perform particular roles regardless of category, MEC Momentum studies reveal that touchpoint influence is category-specific. Even within a single category, touchpoints play different roles for the same consumer, depending on where they are on the purchase journey. With the launch of MEC Touchpoints, MEC puts these findings to use to help brands determine which exact touchpoints will have the greatest influence over consumers at different stages of the purchase journey, and which present the best opportunity for growth.
Commenting on the launch, MEC Chief Analytics and Insight Officer Stephan Bruneau, said, “All of our clients face exactly the same challenge: how can they create brand growth that outpaces their competitors? MEC Touchpoints gives us an immediate read on understanding our clients’ business, allowing us to create strategies and ideas that cut through the noise.”
MEC Touchpoints is powered by data from LIVE Panel, GroupM’s consumer panel built from Lightspeed GMI’s global panel of 5.5m consumers.
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.
