MAM
‘Nitty gritties of buying for television’
Sohrabji lists out what goes behind planning and buying for television at MediaCom:
- An analysis on how relevant a channel is for our brand on various parameters and not just on reach and ratings,
- The future of a channel in terms of the level of investments they are making in future shows,
- The sense of optimism we get from the channel officials when we talk to them on their channel’s performance going forward?
- We do an analysis on if we had to do without a particular channel in our plan, how bad it would be for us? So I would know how dependent my plan is on that channel and how desperately do I need them?
“At the end we have a “cheat sheet” – a full list of things that we know, which we can put on the table while negotiating with the channel. The planning team sits with the buyers and equips them with exactly how needy or not needy that channel is for us in the year ahead and therefore with what confidence we can tell them whether we require them or not unless they come down on their rates,” she says.
Also there are channels where the agency is not interested in doing rate negotiations because they know that the channel gives them great flexibility in quality and innovative thinking.
“So there is no fixed process but there are certain hygiene factors and then it all depends on how flexible the channel is and how open are they to do things to make my brand more visible than just giving me ratings. While ratings are imperative, I also want the channel to think about my brand. What makes a difference to me is that the channel should ask me what the positioning of my brand going forward is rather than my budget. So one has to gauge the channel’s personality and fit your brand accordingly,” she adds.
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.
