Bajaj Auto to call for media pitch in Feb

Bajaj Auto is evaluating its media business. The company is expected to call for an agency pitch in February.

The development has been confirmed to agenyfaqs! by KS Grihapati, general manager marketing, Bajaj Auto Ltd.

The company, according to Grihapati, may be awarding the total business to a single agency or even divide it among two agencies. It is learnt that Bajaj Auto will be deciding on this only after the participating agencies present their media plans. Presently, MindShare handles the television media business, while Initiative manages the print buying account.

“The media pitch will be called for one particular brand,” Grihapati said. He, however, declined to spell out further details. Despite repeated queries, the size of this one-off project couldn't be ascertained.

According to industry sources, the total size of Bajaj Auto's media business is estimated to be around Rs 100 crore.

A snapshot of the Bajaj brands and the servicing agencies: CT 100 :: Lowe (the incumbent was Leo Burnett), Eliminator :: Lowe (Leo Burnett), Pulsar :: Leo Burnett (O&M), Wave :: Leo Burnett and Discover :: O&M.

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