The disintegration of Tata group companies from the existing media custodianship, culminating into independent media AoRs is well underway. The latest Tata group entities to have put their media planning and buying accounts under scanner are Titan and Tata AIG, Anushree Madan Mohan and Noor Fathima Warsia report from Mumbai.
Rohit Mull, Vice President (Marketing), Tata AIG, states, “As you know, all the respective Tata group companies have been given the option to discontinue with the existing media AoR, and we at Tata AIG, are in the process of re-evaluating our media association with The Media Edge. However, we are still to get in touch with media agencies, and approach them for a formal pitch.”
Interestingly, agencies present a different story and assert that they have already been approached by the Tata group insurance major for a formal pitch. However, the account is pegged at Rs 10 crore.
Titan too has invited agencies for a media pitch. The watch brand is looking at an agency for both its media planning and buying activities. The business is pegged at Rs 25 crore.
Looking at the group’s business in totality, the first to vacate the group AoR was Tata Motors. Tata Indicom and Trent joined the league in quick succession. As far as the case with Titan is concerned, Bijou Kurien, VP, Sales and Marketing, confirms about the pitch, saying, “We are looking at an agency to handle our complete media business.”
While Kurien doesn’t share any reasons for calling the pitch, he informs that Titan would be looking at several parameters revolving round the agency’s media capabilities that would clinch the business.
Industry sources further inform that Tata Consultancy Services and Tata Tea too would begin shopping soon. As for Tata Chemicals, The Taj Group and Tata Sons, the duties currently are in the custodianship of The Media Edge.
Informed sources share that another group company to soon look for an agency is Voltas. The company intends to stay with the incumbent The Media Edge till December 2005, after which, chances are that it would align with the media arm of its creative agency Euro RSCG or evaluate other agencies. The Voltas account is pegged at Rs 10 crore.