afaqs!

Mahindra International will pick creative, media partners soon

By , agencyfaqs!, Mumbai | In Advertising | April 03, 2008
Mudra and Interface Communications are the two agencies that have been shortlisted. The size of the business could not be ascertained

Mahindra & #BANNER1 & # International, the joint venture between the US based Navistar and Mahindra & Mahindra to produce diesel engines for medium and heavy commercial trucks and buses in India, has called for a creative and media pitch.

Industry sources confirm that presentations have been made and Mudra and Interface Communications are the two agencies competing for the business.

Interface handles a major chunk of the Mahindra brands in the vehicle range. However, Mahindra Renault is handled by Saatchi & Saatchi. It is learnt that Saatchi & Saatchi was also part of the pitch.

The ad spends could not be ascertained. Mahindra International isn't too rigid about bringing in an agency that has handled a similar account and it is ready to welcome a new and fresh approach.

Mahindra International does not have a full fledged communication strategy in place, but it is confident of taking the right steps with inputs from the agency it finally hires.

Mahindra & Mahindra holds 51 per cent stake in Mahindra International, and Navistar holds 49 per cent. The joint venture is the second of its kind. The first joint venture in 2005 resulted in the manufacture of light, medium and heavy commercial vehicles for India and export markets.