Throwback: When Captain Cook challenged the undisputed leadership of Tata Salt

Lenskart’s Peyush Bansal: I'm not a celebrity entrepreneur and I don't have aspirations to be one

Did you know that Malayalam film Nanpakal Nerathu Mayakkam is inspired by a Greenply ad?

Is it sensible for Tata’s to discontinue brand Vistara?

Diageo India CEO Hina Nagarajan: Consumers are not necessarily drinking more, but they are drinking better

In Conversation With Raja Rajamannar, Mastercard

Shahid Kapoor And Varun Ganjoo Speaks On PokerBaazi's Campaign

In conversation with IHCL’s Puneet Chhatwal & GroupM’s Kate Scott-Dawkins

Why are brands including e-sports in their sports marketing itinerary?

Storyboard18 x The English Nut: How to pronounce these 10 brand names

Experts' Take On Reinvention Of Ad Campaigns Through Technology

Experts Speak On Key Emerging Trends In Cannes Lions Entries

Leaders of the future have to be outstanding human beings: Nestle MD

In conversation with VMLY&R’s Hari Ramanathan

Maruti Suzuki has given its media mandate to Mindshare India, a GroupM agency that’s part of WPP. The account size is pegged at Rs1200 crore, as per industry sources. 

The incumbent agency on the account is Dentsu. 

“We have had a very good and long relationship with DentsuX. However, we now are looking for increased efficiency by integrating our Digital and Traditional media planning & deployment. With the considerable expertise of GroupM both on media buying and also technology front we are looking to scale new levels of effectiveness as well," Shashank Srivastava, senior executive director - marketing and sales, Maruti Suzuki India told Storyboard18.

Storyboard18 was the first to report that the Maruti Suzuki account was up for review.

The auto major called for the pitch in November 2022 to explore options and evaluate new strategies and technology-powered solutions media agencies can bring to the brand’s next phase of growth and journey. 

The brand signs a two-year contract and calls for a review or a pitch by the end of the period. 

In June 2022, Maruti Suzuki India has added Lintas C:EX, a Mullen Lowe Lintas Group agency to its creative roster. The auto major will now work closely with Hakuhodo India, Dentsu Impact, and Lintas C:EX for developing creative solutions and advertising campaigns.

The company has around 15 product brands in its portfolio and has plans for new launches in the pipeline. That apart Maruti Suzuki also has a number of other brands related to end-to-end mobility such as S-CNG, Suzuki Connect, Maruti Suzuki True Value, and Maruti Suzuki Accessories, Nexa, Arena, Maruti Suzuki Subscription, and Maruti Suzuki Smart Finance, among others. 

In an earlier interview with Storyboard18 Shashank Srivastava, senior executive director - marketing and sales, Maruti Suzuki India, said that consumers, today are looking for a complete experience from auto brands. It’s no longer about showcasing the best-looking car models through advertising, he believes. In order to push the upcoming big volume of marketing activities, Srivastava and his team needed a larger pool of creative talent. Hence, Lintas C: EX was onboarded.


Dentsu loses Maruti Suzuki Rs1200 crore media account to Mindshare

A round-up of the agencies who have scored new clients and big businesses. Catch the key business wins and new accounts bagged by the country’s leading legacy and new agencies.


Wieden+Kennedy and Jio True 5G

Advertising agency Wieden+Kennedy has been appointed by Jio as the creative agency for its 5G business. The agency’s key mandate would be to create transformational experiences through 5G for individuals, homes and businesses. In October 2022, Reliance Jio Infocomm’s chairman, Akash M Ambani, announced the launch of Jio True 5G services. In the last four months, Jio True 5G has been able to reach 304 cities. It is rolling out 5G rapidly with pan-India 5G coverage, which is expected to be completed by December 2023.


Kinnect and Blue Star

Digital marketing agency Kinnect has bagged the digital mandate of Blue Star, a home appliance company. The account, which was won following a multi-agency pitch, will see the agency handle the brand’s digital strategy globally. This will be followed by managing its social media presence in the country. 


iCubesWire and PetStar

Digital marketing agency iCubesWire has won the digital media mandate for PetStar, Mankind Pharma’s dog food brand. The responsibilities of the agency will include boosting the brand's online presence, spearheading digital branding, search engine optimisation (SEO), media planning and designing social media campaigns.

 
Havas Media Group India and V-Guard Industries

Havas Media Group India has won the integrated media mandate of V-Guard Industries, a consumer electronics company. They will work closely to develop and implement an integrated media strategy that will reach and engage with the target audience. The mandate will be handled by the agency's Bengaluru team that will look into digital, television, print, radio, out-of-home (OOH) and cinema.


Compiled by Kashmeera Sambamurthy

Biz Moves: Wieden+Kennedy, Kinnect and iCubesWire

Jio, India’s leading digital services company, has appointed Wieden & Kennedy (W+K) India as the creative agency for its 5G business. The agency will be playing a key role in creating transformational experiences through 5G for individuals, homes and businesses as Jio True 5G ushers in a new era of technology.

In October last year, Akash M Ambani, chairman, Reliance Jio Infocomm, announced the launch of Jio True 5G services, marking the beginning of what will be one of the largest 5G rollouts of this nature anywhere in the world. In the last 4 months, Jio True 5G has already reached 304 cities and is rolling out 5G rapidly, with a pan-India 5G coverage expected to be completed by December 2023.

Wieden & Kennedy came to India in 2007, with its first office in Delhi. The agency’s Mumbai office was set up in mid-2022, under Santosh Padhi and Ayesha Ghosh’s leadership who took over as the chief creative officer (CCO) and president respectively.

Commenting on the account win Ayesha Ghosh, president, Wieden & Kennedy India, said, “Jio True 5G is going to be a game-changer and W+K India couldn’t have asked for a more influential brand to begin our Mumbai chapter with. We are blown away by all that we’ve heard and experienced of True 5G and now it’s upto us to communicate the enormity of what it means to the country; its people and its economy.”

Santosh Paddy, CCO, Wieden & Kennedy India, added, "Jio True 5G has a massive vision to digitally transform India. W+K is the chosen one to take this exciting narrative to 1.4 billion Indians and we are so looking forward to giving it our best and partake in the
transformation journey for our country."

A Jio spokesperson said, “We are delighted to have W+K on this journey with Jio, where we once again create the most advanced network anywhere in the world, for Indians and by Indians. W+K has a history of powering transformation of brands and stories. Wedare certain that our partnership will bring to life Jio’s vision of transforming India into a digital society, with care.”


Wieden & Kennedy India to handle Jio True 5G’s marketing duties

A round-up of the agencies who have scored new clients and big businesses. Catch the key business wins and new accounts bagged by the country’s leading legacy and new agencies.


Mindshare India and PhonePe


Walmart-owned digital payment firm PhonePe has onboarded WPP’s Mindshare India to handle its media duties as per company sources. The incumbent agency on the account is Lodestar UM and the size of the account is estimated to be around Rs 400 crore. 


L&K Saatchi & Saatchi and JioMart


Reliance Retail has awarded the creative mandate to Publicis Groupe’s L&K Saatchi & Saatchi to handle its e-commerce platform JioMart. The account, which was won post a multi-agency pitch, will see the agency handle JioMart’s brand-building. Further, the agency will also lead JioMart's social media and content strategy through Saatchi & Saatchi Propagate.


BeanstalkAsia and Walplast


Building construction manufacturing company Walplast has onboarded integrated marketing communications agency BeanstalkAsia to handle the integrated creative mandate. The account will be handled by the agency’s Mumbai office. The agency's responsibilities will include organising a full range of brand-building solutions and purpose-led launches across media platforms. The agency will also lead the social media and content strategy through its digital solutions team.

Compiled by Kashmeera Sambamurthy

Biz Moves: Mindshare, L&K Saatchi & Saatchi and BeanstalkAsia

Maruti Suzuki India has called for a media pitch. Shashank Srivastava, senior executive director - marketing and sales, Maruti Suzuki India, has confirmed the news to Storyboard18. The company will pick its media agency partner next week, says Srivastava without revealing more details. Currently, Dentsu handles Maruti Suzuki India’s media duties. The brand signs a two-year contract and calls for a review or a pitch by the end of the period. 

The auto major has called for a pitch to explore options and evaluate new strategies and technology-powered solutions media agencies can bring to the brand’s next phase of growth and journey. Sources close to the development tell Storyboard18 that GroupM and Dentsu are in the final round. 

In June 2022, Maruti Suzuki India added Lintas C:EX, a Mullen Lowe Lintas Group agency to its creative roster. The auto major is now working with Hakuhodo India, Dentsu Impact, and Lintas C:EX for developing creative solutions and advertising campaigns.

Maruti Suzuki India is expected to raise its marketing spend by about 25 percent next financial year, which will take its spends to nearly Rs 1,000 crore in FY24.

At the time, Srivastava told Storyboard18 that the company made this move not only to add creative freshness to the brand but also to focus on advertising other aspects of the company’s business. “We have realised that two agencies may not be sufficient to manage the current vastness of our business,” he had said. 

Read more: <a href="https://www.moneycontrol.com/storyboard18/brand-makers/marutis-shashank-srivastava-on-why-indians-no-longer-need-to-kick-tyres-or-smell-leather-to-buy-cars-4932.htm">Maruti’s Shashank Srivastava on why Indians no longer need to kick tyres or smell leather to buy cars</a>

The company has around 15 product brands in its portfolio with new launches in the pipeline. That apart Maruti Suzuki also has a number of other brands related to end-to-end mobility such as S-CNG, Suzuki Connect, Maruti Suzuki True Value, and Maruti Suzuki Accessories, Nexa, Arena, Maruti Suzuki Subscription, and Maruti Suzuki Smart Finance, among others. Srivastava says, consumers today are looking for a complete experience from auto brands. It’s no longer about showcasing the best-looking car models through advertising, he believes. In order to push the upcoming volume of marketing activities, the company needed a larger pool of creative talent.

Maruti Suzuki India initiates media pitch; GroupM and Dentsu in the running

Walmart-owned digital payment firm PhonePe has awarded its media duties to Mindshare India, sources have confirmed to Storyboard18. The incumbent agency on the account is Lodestar UM. The size of the account is estimated to be around Rs 400 crore.
 
PhonePe has declined to comment on the development while Mindshare has not made any official statement on the win. Storyboard18 Insider had previously written about the big media accounts up for grabs including GroupM looking to bring the PhonePe account in the fold.        


With over 360 million registered users, PhonePe says that it has digitized over 27 million offline merchants spread across tier II, III and IV towns and beyond, covering 99 percent pin codes in the country. The company forayed into financial services in 2017, providing users an option to buy 24-karat gold, and has recently also launched silver on its platform. Since then, PhonePe has introduced several mutual funds and insurance products like tax-saving funds, liquid funds, international travel insurance, life insurance, COVID-19 insurance amongst others.

Recently, PhonePe has raised $100 million as part of an ongoing round, which has now helped it pull $450 million in recent weeks despite the market downturn. This helps the digital payment firm to compete in the market after its recent separation from the parent firm Flipkart.

Ribbit Capital, Tiger Global and TVS Capital pumped the new $100 million into the startup. The ongoing round values the Bengaluru-headquartered PhonePe at a pre-money valuation of $12 billion. PhonePe has said previously that it plans to raise up to $1 billion as part of the ongoing financing round.

At a $12 billion valuation, PhonePe India is now the most valuable fintech startup. It competes with Google Pay and Paytm. PhonePe is also becoming a distribution engine, leveraging the large 300 million user base to cross-sell products such as insurance and mutual funds.


GroupM-owned Mindshare wins Rs 400 crore PhonePe media account

A round-up of the agencies who have scored new clients and big businesses. Catch the key business wins and new accounts bagged by the country’s leading legacy and new agencies.


82.5 Communications and Kutchina


Advertising agency 82.5 Communications, which is a part of Ogilvy Group, has bagged the integrated communications mandate for Kutchina, a Kolkata-based kitchen solutions brand. The mandate, which was won following a multi-agency pitch, will see the agency be Kutchina’s partner in its vision to establish a national footprint. The responsibilities of the agency will not just include strategic planning and creative execution, but innovative consumer engagement ideas and digital capabilities as well. 82.5 Communications will be the single point partner for Kutchina across touchpoints, which include digital and social media, across their four key business verticals – large appliances, small appliances, modular kitchens and water purifiers.


The Brand Saloon and L&T Realty


Digital agency The Brand Saloon has been onboarded by L&T Realty, the real estate arm of multinational construction company Larsen & Toubro to handle its search engine optimization duties.


HyphenBrands and Animeta


The AI-based self-service creator tech platform, Animeta, which is based out of Singapore, has roped in advertising agency HyphenBrands after two rounds of presentations by multiple agencies. The responsibilities of HyphenBrands include strategic positioning, brand identity and brand launch.


Fruitbowl Digital and DNY Hospitality


Branding design agency Fruitbowl Digital has been onboarded as the branding partner for DNY, a hospitality business consultant. Through this strategic partnership, the agency will establish the brand’s visual identity for cafes, dine-in restaurants, quick-service restaurants (QSRs) and cloud kitchens. The other responsibilities will include helping new players establish themselves through brand names and logos. This further includes amplifying the brand’s visual appeal through detailed guidelines, menu designs, merchandising and packaging.

Compiled by Kashmeera Sambamurthy

Biz Moves: 82.5 Communications, The Brand Saloon, HyphenBrands and Fruitbowl Digital

Advertising agency 82.5 Communications, which is a part of Ogilvy Group, its Kolkata branch has bagged the integrated communications mandate for Kutchina, a Kolkata-based kitchen solutions brand. The mandate, which was won following a multi-agency pitch, here, the agency will be Kutchina’s partner in its vision to establish a national footprint. 


The responsibilities of the agency will not just include strategic planning and creative execution, but innovative consumer engagement ideas and digital capabilities as well.


82.5 Communications will be the single point partner for Kutchina across touchpoints, which include digital and social media, across their four key business verticals – large appliances, small appliances, modular kitchens and water purifiers. 


According to Namit Bajoria, managing director, Kutchina Home Makers, said, “Kutchina has very big ambitions for pan India supremacy and we are thrilled to have 82.5 communications on board to resonate our vision and give our brand a tactical edge and create a benchmark in India.”  


He further added, “For any good partnership to start there must be immense understanding and trust which we found in 82.5 Communications. The team consists of a brilliant mix of youth and experience to steer the brand towards the right direction in our journey.” 


Kapil Arora, chief executive officer, 82.5 Communications, said, “The future belongs to home grown brands that put excellence at the heart of everything they do. And Kutchina is at the forefront of those brands. As the brand prepares to scale toward its ambition of becoming the country’s leading kitchen specialist, we couldn’t be happier at being chosen by Namit and his team, as Kutchina’s partner on this journey.” 



82.5 Communications bags Kutchina’s integrated communications mandate

A round-up of the agencies who have scored new clients and big businesses. Catch the key business wins and new accounts bagged by the country’s leading legacy and new agencies.

 

Philips Domestic Appliances and OMG Media Group

 
Philips Domestic Appliances has appointed Omnicom Media Group (OMG) as its global media agency. The mandate of OMG will include implementing a new marketing model along with focusing on its accelerated agenda of growth. The agency will support the brand across traditional, digital and performance media planning and buying for its entire brand portfolio and campaign schedule.

 

Publicis Business and Ninjacart

 
Fresh produce supply chain platform Ninjacart has appointed Publicis Business as its creative partner. The account was won after a multi-agency pitch. The agency will be responsible for a refreshed brand identity for Ninjacart; along with managing strategic creative design, marketing and advertising strategy for its multiple business verticals. 

 
Publicis Business will also enhance the brand's social media presence, digital marketing, communication and branding strategy with an eye on both internal and external audiences. This also includes employer branding.

 

Dentsu Creative and Pernod Ricard India

 

Dentsu Creative, a global creative network which is a part of the Dentsu Group has bagged the digital creative mandate of Pernod Ricard India, an alcohol beverage company.

 

Until last year, the digital agency of DDB Mudra Group, 22feet Tribal Worldwide was the agency that handled the responsibilities of the brand.

 

Sociowash and BMW Motorrad India

 

Creative digital agency Sociowash has bagged the creative and digital mandate for BMW Motorrad India, a motorcycle brand. 

 

The mandate was won post a multi-agency pitch. The agency will streamline the brand’s online and offline presence. The agency will offer 360-degree digital and creative solutions and its mandate will include creating and implementing brand campaigns, influencer marketing strategies, designing collaterals for dealership showrooms and overseeing online reputation management etc.

 

Kinnect Outreach adds 30 new clients

 

Kinnect Outreach, a division of Kinnect, and an influencer and a third-party partnership desk has onboarded 30 new clients and hired 40 new influencer marketing and platform specialists. This development has taken place in the last six months, which totals it to a 100 member team at the agency.


Kinnect Outreach also aims to resolve the pertinent problem of measurement by deploying standardised digital metrics by which marketers can identify the efficiency of their spending on advertising. In times of global recession, driving cost efficiencies is critical, and the desk has shown up to 30 to 40 percent cost efficiencies for brands on their annual influencer spends.

 

L&K Saatchi & Saatchi and Grupo Bimbo

 

Publicis Groupe’s full-service communications agency L&K Saatchi & Saatchi has won the integrated mandate of global brand Grupo Bimbo. This is the first-ever integrated mandate, which has been undertaken by the brand. As per the mandate, with the agency's focus on platform-agnostic ideas and solutions, it will play its role in scaling up the brand’s vision in India.

 

Digital Kong and Mona B India

 

Marketing agency Digital Kong has won the digital mandate for Mona B India. The mandate of the agency will include being responsible for the brand’s social media management, performance marketing, shoots, website management, public relations and influencer marketing.

 

Underdog and Nippo

 

Full-service agency Underdog has been appointed by Nippo to handle its creative mandate. The agency won the business post a multi-agency pitch.

 

(Compiled by Kashmeera Sambamurthy)

Biz Moves: OMG Media Group, Publicis Business, Dentsu Creative, Sociowash, Kinnect Outreach, L&K Saatchi & Saatchi

Creative digital agency Sociowash has bagged the creative and digital mandate for BMW Motorrad India. The mandate was won post a multi-agency pitch. The agency will streamline BMW Motorrad India's online and offline presence.  The agency will offer 360-degree digital and creative solutions in an effort to maximize the luxury motorcycle brand's visibility, outreach and interaction with its expanding consumer base. 

 
The mandate for the agency will include creating and implementing brand campaigns, influencer marketing strategies, designing collaterals for dealership showrooms, and overseeing online reputation management, among other things. 

 
Commenting on the development, Shivapada Ray, director, BMW Motorrad India, said, “At BMW Motorrad India, our priority has been to achieve market growth that is sustainable. In order to maintain and increase the momentum for the brand, Sociowash will help redesign our strategy. We joined hands with the agency as they comprehend our vision and aim, and are eager to meet the results with a collaborative take on the challenges ahead.”

 
Abhinandan Gopalsetty, head of sales and marketing, BMW Motorrad India, added, “At BMW Motorrad India, we keep a growth-oriented mindset while keeping the experience of our users at the core of it, and we work towards creating strategies that are sustainable and can provide an enhanced customer experience. In this quest, Sociowash will help us redesign our strategy and execute the same to provide credible impact. 
 

On winning the account, Raghav Bagai, co- founder, Sociowash, said, “We are delighted to onboard one of the leading motorcycle brands, and we absolutely cannot hold back our excitement on this. BMW is a huge name in itself, a dream for many, and working for its Motorrad segment will be a thrilling ride for us.  Our team is gearing up to create some exceptional work for the Motorrad industry and add more value to BMW’s renowned empire that has existed in India since 2007. We are looking forward to a long and fruitful partnership.”
 

India is among the top ten markets for BMW Motorrad. Last year, the company recorded more than 7000 plus sales in India alone, which makes India a vital market for the brand.

BIZ MOVES

Quantum Brief

Dentsu loses Maruti Suzuki Rs1200 crore media account to Mindshare

Quantum Brief

Biz Moves: Wieden+Kennedy, Kinnect and iCubesWire

How it Works

Wieden & Kennedy India to handle Jio True 5G’s marketing duties

Quantum Brief

Biz Moves: Mindshare, L&K Saatchi & Saatchi and BeanstalkAsia

Quantum Brief

Maruti Suzuki India initiates media pitch; GroupM and Dentsu in the running

Quantum Brief

GroupM-owned Mindshare wins Rs 400 crore PhonePe media account

Quantum Brief

Biz Moves: 82.5 Communications, The Brand Saloon, HyphenBrands and Fruitbowl Digital

Quantum Brief

82.5 Communications bags Kutchina’s integrated communications mandate

Quantum Brief

Biz Moves: OMG Media Group, Publicis Business, Dentsu Creative, Sociowash, Kinnect Outreach, L&K Saatchi & Saatchi

Quantum Brief

BMW Motorrad India picks up Sociowash for its creative and digital duties