After all the action seen from Bajaj Auto for its creative business, the auto major has now decided to focus on its media duties as well. Consequently, the automobile major has called for a media pitch. The size of the business is estimated to be in the region of Rs 100 crore.
Currently, the account is divided between MindShare and Initiative for television and print buying respectively. On the reason for the pitch, RL Ravichandran, Vice-President, Business Development and Marketing, Bajaj Auto, said, “We are looking at perfecting the art of media effectiveness and hence the need to look at media agencies.”
He further shared that the company was still in the process of finalising the agencies that would be invited for the pitch. Depending on the presentations made, the company would decide whether the business would be consolidated with one agency or two. The pitch process would be commencing soon.
For the record, presently, the creative duty of the key brands from the Bajaj Auto stable is divided between Lowe Lintas, O&M and Leo Burnett.