Brands
TVS Motor shifts Rs 200 crore media mandate from Madison World to Dentsu
Agency wins consolidated planning and buying account after multi-stage competitive pitch
Mumbai: TVS Motor has changed gears on its media strategy. TVS Motor Company has awarded its consolidated media planning and buying mandate to Dentsu, ending Madison World’s long-standing association with the automaker after one of the biggest media account pitches in the Indian automotive sector this year.
According to industry executives familiar with the development, Dentsu emerged as the winner following a multi-stage evaluation process conducted with the support of pitch consultancy firm Minus Kearney.
The mandate, estimated to be worth around Rs 200 crore annually, covers integrated media strategy, planning and buying across television, digital platforms and other emerging media channels.
The account win further strengthens Dentsu’s presence in the automotive and mobility sector as brands continue to increase investments across traditional and digital media.
For TVS Motor, the new mandate comes as the company ramps up marketing efforts to support its expanding portfolio of internal combustion engine two-wheelers, premium motorcycles and electric vehicle offerings across India.
The move also marks a significant shift in the media agency landscape, with Dentsu securing one of the country’s largest automotive media accounts while Madison World exits a long-standing client relationship.
Neither TVS Motor Company, Dentsu nor Madison World had publicly commented on the account transition at the time of reporting.
