Tata group’s Titan Industries Ltd has decided to partner with GroupM’s Maxus for its media buying and planning duties. The decision comes in the wake of a multi–agency pitch for the business, which included Lodestar, Madison and Starcom. The account is pegged at Rs 35-40 crore.
Titan’s media buying responsibilities, prior to this, were with The Media Edge (TME). However, with the Tata group disintegrating its media buying responsibilities from TME, a pitch was called for Titan in October 2004. For the record, Maxus had won the media planning assignment on Titan earlier this year in a pitch against Madison and TME.
Confirming the award of the media business to Maxus, Titan’s Business Head, CK Venkataraman, said, “Maxus was the most appropriate agency that suited our requirements. We had a relation with them prior to this as well, when they were handling our planning, and, in the course of the pitch processes, we decided that they were best suited Titan’s media buying responsibilities as well.”
For Maxus, Titan becomes the second biggest client in the Bangalore office and fourth biggest nationally. Said Maxus India Managing Director CVL Srinivas, “We are delighted to extend our relationship with Titan to include both media buying and planning. We look forward to exciting times on the account.”
The business includes work on Titan, Sonata and Tanishq amongst others. The agency is now in the process of putting together other details like the team that would be handling the account and so on in place.
Among Maxus clients in India are Hero Honda, Hutch, Britannia, Himalaya, Seagram, VIP Industries, Pidilite, Ranbaxy, Walt Disney, etc. In April this year, Maximize was rebranded as Maxus.