From FMCG majors to auto makers to digital-first brands, country’s biggest media accounts are vying for media pitch amidst the festive season- when most companies are busy executing their media plans.
From Ola, Dabur India, Tata Consumer Products to Tata Motors, Hero MotoCorp and Kotak Mahindra, media accounts worth more than Rs 2500 crore are up for grabs, which most likely will be closed by the end of the current calendar year.
Read more: EXCLUSIVE: Is Ola’s mega media account up for grabs?
Storyboard18 first broke the news that Bhavish Aggarwal-led Ola is planning to appoint a media agency to manage its media planning and buying. However, it is still unclear whether the a media investments firm will have the mandate for all of the company’s services and products or just key entities like Ola Electric.
The business is bound to run into hundreds of crores, making it one of the largest media accounts in the country.
Ola had awarded its media duties to Publicis Groupe-owned Starcom in 2018 after a competitive multi-agency pitch. Prior to Starcom, GroupM’s Motivator was Ola’s media agency.
Storyboard18 was also the first to broke the news in June that the media mandate of Hero Motocorp’s has called for pitch.
The incumbent is Publicis Media.
Read more: Hero Motocorp’s media mandate up for grabs; auto major calls for pitch: Exclusive
In 2019, Publicis Media won the mandate that included both traditional and digital media duties, after a competitive pitch. Publicis Media had created a bespoke platform – ‘Team Hero MotoCorp’ (Team HMC). Previously reported estimates had pegged the media account at Rs 600 crore.
In 2022, Dentsu India got the integrated media mandate for Vida – the emerging mobility brand from Hero MotoCorp. The mandate included the brand’s global full-funnel marketing, which includes performance and digital marketing. Dentsu was to also manage Vida’s branding and performance campaigns.
As per industry sources, the pitch is for Hero Motocorp’s integrated media mandate. It’s unclear if that includes Vida.
Later in August, Tata Motors’ Passenger Vehicles business underwent a media review.
Different parts of Tata Motors PVs media mandate like above-the-line, digital (for electric and ICE business) and outdoor are with various agencies. These include Lodestar UM, OMD, Dentsu and Madison. It is still unclear whether Tata Motors is looking to consolidate parts of the media mandate or to switch it up but it is estimated to be worth Rs 450 crore.
Read more: Tata Motors media review for Passenger Vehicles business underway: EXCLUSIVE
In September, eyewear retailer Lenskart initiated a media pitch for its approximately Rs 100 crore account. Its current media mandate is handled by Starcom, which won the account in 2017. Prior to which, the account was with GroupM Maxus.
Reportedly, FMCG major Dabur, with media account worth Rs 400 crore, is also vying a new partner, with incumbent being dentsu. Its peer, Tata Consumer Products has recently called in for pitch for its integrated media mandate, worth upto Rs 200 crore.
Read more: ‘Normal’ for big clients to call for media pitches before festive season?
India’s leading banking and financial services groups, Kotak Mahindra Group is also looking for a new media partner. With an account valued at Rs 100-150 crore, it comprises of the entire media buying and selling. Its current agency on record is Wavemaker.
That apart, the online platform for buying and selling used cars, Cars24 with an account worth Rs 100 crore is looking for a media partner. Last week, one of its sub-brands Loans24 assigned its digital mandate to Born Hi, the integrated digital marketing agency.
Amid the heightened consumption during the festive season, the timing of these open accounts make the pitches interesting.
Meenakshi Menon, the entrepreneur who founded Spatial Access which is now part of Deloitte, recently told Storyboard18 that going for pitching in this season is confirmation that the brands have their marketing strategies well in place.
Sandeep Patwardhan – Senior Vice President – Enormous, however, believes that it’s surprising to see giant players reviewing the media mandate so close to the season. It is the basics of media buying that planning and booking early will get you the best deals.
“With pitches so late in time, it will hold an impact on the media costs that brands close on, given that media spots are the most expensive real estate in the country,” he said.