TVS Motor Company is understood to have split its estimated Rs 200-crore media mandate, with Dentsu emerging as the primary agency and Omnicom Kinnect believed to be in contention for a sizeable digital media portfolio, according to multiple industry sources.
The digital business is estimated to be worth around Rs 80-100 crore, although the final structure and allocation of the mandate are still being worked out.
The development follows a multi-stage media review initiated by the Chennai-headquartered automaker earlier this year. Dentsu and incumbent Madison World were understood to have emerged as the final contenders for the main account.
The mandate covers media planning and buying across television, digital, connected TV, retail media and emerging platforms. It spans TVS Motor's diverse portfolio, including internal combustion engine motorcycles and scooters, electric vehicles and premium motorcycles.
Industry estimates peg the company's annual media expenditure at around Rs 200 crore, making it one of the larger automotive media accounts to be reviewed this year. If the digital portfolio is ultimately awarded at the estimated Rs 80-100 crore value, it would represent a significant share of the overall mandate for Omnicom Kinnect.
The account review comes as TVS Motor continues to expand its presence across multiple vehicle categories and media platforms, prompting a broader reassessment of its media strategy.
.png)
