Tata Motors’ Rs 60-70 crore media business have been the talk of the town now. As was reported by exchange4media, Tata Motors had decided to part ways with the Tata group to look after its exclusive media needs. This has put in question the buying part of the business as creative and media planning are handled by Lodestar and GroupM's Maxus.
With this separation, however, Tata Motors media buying too is now divided between these agencies corresponding to the brands they presently handle. In context to media buying, Tata Motors was the last to join the group almost a year back. This had led to the consolidation of Tata group’s media buying, which hence became a function handled by the group’s AoR, The MediaEdge.
In the current structure, Lodestar handles the media planning of passenger cars, which include Tata Indica, Indigo and Marina, and FCB Ulka takes care of the creative. Industry sources inform that Lodestar has begun managing the buying function. Similar is the case with Maxus, Mumbai, which handles Tata’s SUVs - Safari and Sumo. O&M is managing the creative side of the business here.