TVS Motor Company has awarded its consolidated media planning and buying mandate to Dentsu, ending Madison World’s long-running association with the two-wheeler manufacturer, according to multiple industry sources.
The mandate, estimated at ₹180-200 crore annually, was awarded following a competitive multi-agency pitch. Dentsu will now handle integrated media strategy, planning, and buying for TVS Motor across television, digital, and other platforms.
The win adds a significant account to Dentsu’s automotive portfolio at a time when TVS Motor is expanding across premium motorcycles, electric vehicles, and internal combustion engine two-wheelers. Sources say the review involved multiple rounds of evaluation before Dentsu was named the preferred partner.
The account ranks among the largest media mandate shifts in India’s automotive sector this year, arriving as automakers continue recalibrating media spends in response to shifting consumer behaviour and rising digital consumption. TVS Motor had worked with Madison World on its media business for several years prior to this review.
The win builds on a strong run for Dentsu in recent weeks. The agency was recently awarded the integrated media mandate for Tata Group’s IPL business, bringing multiple Tata Group entities – including Tata Motors, Voltas, TATA AIG, CaratLane, and Air India Express – under a single, unified media strategy.
Separately, Canon India appointed Dentsu Creative Isobar as its digital and e-commerce agency partner for its Imaging Consumer Business, expanding an existing relationship as the camera and imaging brand looks to sharpen its digital commerce play.
