#e4mExclusive:  Dentsu, Madison World shortlisted in TVS Motor’s ₹200-crore media review

TVS Motor Company has narrowed its ongoing media agency review to two contenders — Dentsu and Madison World — according to multiple industry executives familiar with the development.

The review pertains to TVS Motor’s media mandate, estimated to be worth around ₹200 crore annually, making it one of the largest advertising account pitches in the automotive sector this year. Madison World, the incumbent agency on the business, is understood to have made it to the final round alongside Dentsu after a multi-stage evaluation process.

The Chennai-headquartered two-wheeler and mobility major had initiated the pitch earlier this year, inviting participation from several global and domestic agency networks as part of a broader reassessment of its media strategy. The mandate covers integrated media planning and buying across television, digital, and emerging platforms.

People aware of the matter said the final decision is expected in the coming weeks, although the company has not officially communicated a timeline. TVS Motor and the agencies involved did not respond to requests for comment till press time.

Neither TVS nor Dentsu or Madison commented on the matter. 

The account is being closely watched within the advertising industry given TVS Motor’s increasing marketing investments across its portfolio of internal combustion engine vehicles, electric scooters and premium motorcycles. Industry executives estimate the business contributes approximately ₹200 crore in annual media spending.

TVS Motor is conducting the multi-stage agency pitch process, with Minus Kearney serving as the pitch consultant. Six leading agencies are participating in the detailed evaluation process, which is expected to conclude by the end of June.

The review comes as TVS Motor continues to sharpen its focus on data-led and performance-driven marketing. Over the past few years, the company has expanded its use of digital media, e-commerce partnerships and precision-targeting capabilities while maintaining a significant presence across traditional mass-media platforms.

The move also reflects a broader shift underway in India’s automotive advertising market, where manufacturers are increasingly allocating larger portions of their budgets towards measurable digital channels, connected television, retail media and influencer-led ecosystems.

For Madison World, retaining the account would reinforce its position in the automotive category at a time when competition for large-scale media mandates has intensified. A win for Dentsu, meanwhile, would add another marquee client to its media portfolio and strengthen its presence in the mobility and automotive segment.

The review is taking place against the backdrop of strong business momentum at TVS Motor, which has reported steady growth in revenue and profitability in recent quarters, aided by premiumisation trends, rising electric vehicle adoption and expanding international operations. The company’s evolving business mix has increased the need for a more integrated and scalable media strategy across markets and consumer segments.

TVS Motor is running a structured pitch process with the services of Ms Kearney as the pitch runner: there are 6 leading agencies which are participating in the pitch. The pitch is multi stage and detailed. The process is expected to be closed by end of June.