#e4mExclusive: TVS Motor splits media mandate? Dentsu wins main account, Omnicom Kinnect eyes digital biz
As per sources, the digital business account could be worth nearly Rs 80 crore to Rs 100 crore
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Published: Aug 8, 2026 9:04 AM | 1 min read
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- TVS Motor Company has divided its estimated Rs 200-crore media mandate, appointing Dentsu as the primary agency and considering Omnicom Kinnect for a significant digital media portfolio.
- The digital portion of the mandate is estimated to be between Rs 80 crore and Rs 100 crore, with the final structure still being finalized.
- The decision follows a multi-stage evaluation process, with Dentsu and incumbent Madison World as the final contenders for the main account.
- The mandate includes media planning and buying across various platforms for TVS Motor's diverse portfolio, which encompasses motorcycles, scooters, and electric vehicles.
TVS Motor Company is understood to have split its estimated Rs 200-crore media mandate, with Dentsu emerging as the primary agency while Omnicom Kinnect is believed to be in contention for a sizeable digital media portfolio, according to multiple people familiar with the matter.
Sources tracking the account suggest the digital business could be to the tune of Rs80 crore to Rs100 crore, although the final structure of the mandate is still understood to be evolving.
Read earlier report on dentsu winning TVS Motor’s media mandate
The development follows a multi-stage evaluation process that saw Dentsu and incumbent Madison World emerge as the final two contenders for the main account. The Chennai-headquartered automaker had initiated the review earlier this year as part of a broader reassessment of its media strategy across traditional and digital platforms.
The mandate spans media planning and buying across television, digital, connected TV, retail media and other emerging platforms for TVS Motor's expanding portfolio, which includes internal combustion engine motorcycles and scooters, electric vehicles and premium motorcycles.
Industry executives estimate TVS Motor's overall annual media expenditure at around Rs 200 crore, making it one of the largest automotive media accounts reviewed this year. If the digital mandate is carved out at the estimated Rs 80 crore to Rs 100 crore, it would also make Omnicom Kinnect's potential share a substantial part of the overall business.
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