afaqs! news bureau

Lodestar UM retains Rs 500 crore-Mahindra & Mahindra-media account

IPG Mediabrands’ agency, Lodestar UM, has retained the media duties for Mahindra & Mahindra following a four-month-long pitch process. The Mumbai-headquartered automobile giant, reported a net sales of Rs 8722.91 crore in the year ending March 2019. If experts in the industry are to be believed then the brand's media account is worth Rs 500 crore.

Lodestar UM came on-board when M&M’s primary brand was Armada. Since then, Lodestar UM and Mahindra & Mahindra have remained partners. The agency will continue to handle the media duties across all media touch-points, core media and specialised media including digital, listening centre, content, OOH and across all Mahindra businesses including, personal vehicles, commercial vehicles, farm equipment sector, trucks, real estate, finance, corporate, etc.

Talking about the win, Nandini Dias, chief executive officer, Lodestar UM, says, “We look forward to growing this partnership in a very dynamic sector and continue to extend our global best practices and learnings to Mahindra. As an agency, we have invested considerably in industry-leading tools and data and analytics, to create new approaches to planning, investment, and custom content creation; with the vision to drive better connections between brands and customers. In addition to this, our future-forward solutions through our digital agency Interactive Avenues, our OOH tools such as FACTOR and VAS from Rapport keep us ahead of the competition in every medium.”

Lodestar UM works with some of the global and Indian brands such as Coca Cola, Samsung, Johnson & Johnson, Accenture, Amul, Tata, Wipro, Kansai Nerolac, Indian Oil, LIC and many others. It has recently added, Spotify, Zomato, Mattel, Vedanta, Air Asia, and American Express to its marquee client portfolio.

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