In fact, Lodestar is the incumbent on the account and has been handling a major part of the business for more than a decade. A company insider on grounds of anonymity says, "Lodestar has retained a little more than half the account." The rest of the mandate has gone to Maxus.
Earlier, Lodestar UM, along with ZenithOptimedia and DDB Mudra Max, handled the media mandate for Wipro.
In the past, ZenithOptimedia has handled the duties for Yardley, Mudra has worked on the brand's lighting business, and Lodestar has been in charge of Wipro's personal care brands including Santoor and Chandrika, as well as the energy drinks portfolio, Glucovita.
Now, Maxus will handle the duties for the company's lighting business, for Yardley, Glucovita, Chandrika as well as for Santoor's deodorant range.
Lodestar has retained the media mandate for the soap brand, Santoor.
The development is the result of a closely fought multi-agency pitch that saw the participation of most of the prominent media agencies.
As per the market estimates, the brand's media spends are pegged at Rs 120 crore.