Birla Tyres has assigned its creative duties to Dentsu Communications following a multi-agency pitch that also saw the participation of PerceptH, Leo Burnett and Rediffusion, according to industry sources. However, neither the client nor the agency was available for comments at the time of filing this report.
There was no incumbent agency and Dentsu is the first agency that Birla Tyres is working with.
Meanwhile, it is learnt that Birla Tyres also plans to hand over its media mandate to Dentsu.
Ever since its inception in 1991, Birla Tyres, a division of the BK Birla flagship Kesoram Industries Ltd, has seen a jump in its turnover from Rs 1,947.22 crore in 2008-09 to Rs 2,849.61 crore in 2009-10. The company is now looking to reach a target of Rs 5,500 crore.