Ashok Leyland appoints Mudra Max as its media AOR

After a multi-agency pitch, Ashok Leyland has appointed Mudra Max as its media AoR. The creative mandate has been assigned to Bates India.

e4m by Noor Fathima Warsia
Updated: Sep 16, 2011 11:58 AM
Ashok Leyland appoints Mudra Max as its media AOR

Automobile manufacturer Ashok Leyland has assigned the media mandate of its light commercial vehicles (LCV) to Mudra Max. The win comes on the back of a hotly contested multiagency pitch and marks another key addition to Mudra Max’ kitty, in the South market.

The creative agency is Bates India. Ashok Leyland had conducted a pitch for the creative partner as well.

Earlier this week, heavy commercial vehicle manufacturer Ashok Leyland announced the launch of their first LCV ‘Dost’. The company aims to sell 55,000 units annually. Even as the advertiser refrained from divulging advertising spends, industry sources expect a sizeable budget for this venture.

Elaborating on the reasons on why Mudra Max, Jalaj Gupta, General Manager – Marketing, Sales Planning & Logistics, Ashok Leyland – Light Vehicles, said, “The effort invested in quality of the pitch, the understanding of target segment, the agency spread and presence in Chennai, the agency credentials and the existing customer feedback.”

Speaking on the win, Pratap Bose, CEO, Mudra Max, added, “I must thank Ashok Leyland for believing in our abilities and I am certainly looking forward to partnering with them and creating some really cutting-edge work in the LCV category.”

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