Tata Tea has awarded its media duties to Maxus India. Tata Tea comes under the Tata Global Beverages umbrella.
The account size is estimated to be Rs 50 crore. The win comes on the back of a multi-agency pitch, conducted in two rounds.
The first round included participation of seven to eight agencies and the second round included participation from Starcom MediaVest Group India, LodestarUM, Madison Media Group and Maxus India in the pitch.
Both, Tata Tea and Maxus India officials confirmed the development to exchange4media.
Madison Media Group is the incumbent on the account, and was handling the media duties since 2005.The creative agency for the brand is Lowe Lintas and Partners.
“Tata Tea is one of the most prestigious clients based in Bangalore. We are happy to help manage the change in agenda and roll out the Maxus's relationship media product, channel-agnostic thinking with the intelligent power of GroupM for its brands,” said Ajit Varghese, MD, Maxus South Asia, commenting on the account win.
The account will be serviced out of the agency’s Bangalore office. The work on the account will start around mid March.
The renowned tea brand, from the house of Tata, created a lot of buzz for its ‘Jaago Re’ and ‘Soch Badlo’ campaigns, which garnered huge engagement and responses both, in online and offline media.