Mathrubhumi has appointed a new partner for its media mandate. The account has been awarded to Maxus India that will manage it from its Thrissur office in Kerala. So far, a local agency was handling this business.
Even as official details on Mathrubhumi’s ad spends were not available, sources informed that the account size would be in the vicinity of Rs 25 crore.
In a conversation with exchange4media, Sanchayeeta Verma, GM-South, Maxus India, said, “Mathrubhumi is a very significant addition to our client portfolio, especially for our Kerala office. This is not only on account of its significant advertising expenditure, but also because it is a media conglomerate in the expansion mode. Maxus has been part of the growth engine for many of its clients, and working with Mathrubhumi at this stage is both an opportunity and privilege that we look forward to.”
Mathrubhumi is a leading media player in Malayalam language. A key challenge with the business, which is true to most media owners, is the constraints that the brand will face in advertising in other media. Speaking on some of the plans that Maxus for partnering and growing the Mathrubhumi brand, Verma said, “Communication today is not limited to the traditional TV, print and radio but extends to many other avenues. Maxus and GroupM have developed these avenues in India and globally due to this very reason over the past decade.”
Verma informed that Maxus’ full service offering under its ‘House of Media’ would be an “undisputed advantage” for an advertiser like Mathrubhumi. She added, “Having said that, the restriction on media is not a sweeping one brush applies to all phenomena. We will strategically identify and leverage the traditional media that can be used to build the Mathrubhumi brand.”