In February this year, BestMediaInfo.com reported that Dentsu Media drove away with Maruti Suzuki India’s (MSIL) media account, following a multi-agency pitch.
The agency has made an official announcement recently and BestMediaInfo.com caught up with Divya Karani, CEO, Dentsu Media, to know and understand the agency’s approach while working on this account.
The agency will serve MSIL with a large team comprising both incumbent Dentsu Media talent and handpicked industry experts. Karani explained, “We pride ourselves in offering holistic, tailor-made solutions for our clients.”
She added, “We have put together a very experienced and balanced team of media, advertising and marketing professionals who will leverage our global capabilities, tools and resources to help MSIL further enhance its market leadership. We are truly excited about this win.”
The mandate started in April. The agency has already devised a strategy for the client and whatever is being seen in the media for Maruti right now is via Dentsu Media. As Karani puts it, “We hit the ground running.”
MSIL is one of the largest automobile companies in India and is among the top three advertisers in the country. Sanjeev Handa, Vice-President, Marketing Maruti Suzuki India, said, “Our partnership with Dentsu Aegis Network is a strategic one. We wanted to have an integrated and synergistic approach for our business to improve productivity and overall effectiveness. And with alignment of media services to Dentsu Aegis Network, we are looking forward to improving our overall marketing efficiencies”.
Asked which media platform will have the major thrust, Karani answered, “We do not put communication into silos, rather, we look at the whole campaign in a holistic manner. Consumers’ media consumption is fragmented, yet seamless and platform agnostic, hence we too approach it in an integrated manner. We work on tailor-made holistic solutions for clients. What will emerge from the communication strategy is a consequence of the holistic strategy for the brand.”
Dentsu Media will handle all media duties for Maruti Suzuki Corporate, Existing Channel and Nexa brands. A significant team comprising existing Dentsu Media members and handpicked experienced talent has been put together to handle this massive mandate.
Dentsu Impact and Isobar, the other arms of the Dentsu Aegis Network, already handle large portions of the creative, digital & CRM business. With this win, Dentsu Aegis Network has further consolidated its position as one of the leading integrated marketing communication companies in India.