Following a multi-agency pitch, IDBI Group has retained Maxus India, its incumbent agency, for its mass media business. Meanwhile, Mudra Max has been appointed for the Group’s outdoor and digital media and BTL activities such as direct marketing, on ground activities, events and so on.
An IDBI official has confirmed the development and said that Maxus would be the AOR for the Group’s mass media business, which includes print, TV and radio.
It may be recalled that the group had called for a pitch for its creative and media duties in March 2011. The media decision is out, but the creative pitch is still underway. The business of the Group includes IDBI Bank Ltd, IDBI Capital Management Services Ltd, IDBI Intech Ltd and IDBI Assets Management Ltd. The IDBI Bank floats a tender for its advertising duties every three years as per applicable Government guidelines.