Dentsu has won TVS Motor Company’s estimated Rs 200 crore media account following a competitive multi-stage pitch, according to industry sources. The agency will take on the automaker’s integrated media planning and buying mandate across television, digital, connected TV, retail media and emerging platforms.
Madison World, TVS Motor’s incumbent media agency, was reportedly the other finalist in the account review. The Chennai-based automotive company had initiated the process earlier this year as it looked to reassess its media strategy across traditional and digital channels.
The mandate comes as TVS Motor continues to broaden its product portfolio across internal combustion engine motorcycles and scooters, electric vehicles and premium motorcycles. The company has been increasing its focus on digital-led marketing, performance campaigns, precision targeting and first-party data, while continuing to invest in traditional mass-reach platforms.
Its expanding presence in electric mobility, led by the iQube, and the premium motorcycle segment, including Apache and its partnership with BMW Motorrad, has also widened the brand’s consumer base and media requirements. The company has additionally been building its presence through e-commerce partnerships and omnichannel consumer engagement.
The account, estimated at around Rs 200 crore in annual media spends by industry executives, is among the larger automotive media mandates to have come up for review this year.
The pitch also comes against the backdrop of a broader shift in how large advertisers approach media planning. As digital, connected TV, retail media and e-commerce platforms gain a larger role in the media mix, marketers are increasingly looking for integrated strategies that combine brand building with performance, data and measurable business outcomes.
For Dentsu, the account adds to its automotive and mobility portfolio at a time when the category remains a significant advertising spender. The win also comes amid increased competition among agency networks for large media accounts as advertisers reassess partnerships in response to changing media consumption patterns and the growing use of data and AI-led planning.
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