Contracts & Investments
TVS Motor appoints Dentsu for integrated media mandate
The revised media structure brings integrated planning under Dentsu while retaining Kinnect for a substantial part of the digital mandate, with implications for the brand’s cross-platform media strategy, including OOH.
TVS Motor Company has restructured its media mandate in India, appointing Dentsu Media India as its integrated media partner, while splitting its digital media business between Dentsu and Omnicom-owned Kinnect.
The integrated mandate places Dentsu at the centre of the brand’s broader media planning, covering traditional media and providing scope for coordinated planning across channels. The arrangement reflects TVS Motor’s focus on connecting consumers across platforms as its communication requirements evolve across established and emerging segments.
According to reports, the partnership combines integrated media planning at scale with category-specific digital expertise. The division of responsibilities is intended to help TVS Motor adapt its media strategy to changing consumer behaviour and the demands of a multi-platform marketing environment.
Under the revised structure, the digital mandate will be shared between Dentsu and Kinnect, which retains a substantial part of the business. Previously, Madison handled traditional media and most of the connected TV (CTV) business, while Kinnect was the incumbent agency for digital media.
The overall account is estimated to be worth around ₹200 crore.
TVS Motor Company, part of the TVS Venu Group, manufactures two- and three-wheelers and operates across 90 countries, with manufacturing facilities in India and Indonesia. The company also owns UK-based Norton Motorcycles.