Tata Motors Chooses Omnicom for Entire Passenger Vehicle Media Mandate

Mumbai: Tata Motors has finalized its media planning and buying account, valued at approximately Rs 450 crore, after a rigorous pitch process, according to industry sources.

The automobile giant had initiated the process earlier this year, sparking interest in the market. Now, it has decided to consolidate all its media planning and buying business with Omnicom Media Group, indicating a major overhaul of its advertising strategy.

According to sources, Tata Motors' media mandate spanned various categories, including above-the-line, digital (covering electric and internal combustion engine vehicles), and outdoor advertising. The company had managed these needs with a pool of agencies such as Lodestar UM, OMD, Dentsu, and Madison.

Omnicom Media Group was reportedly the eventual winner of this pitch, handling both digital media mandate previously assigned to another agency, OMG. None of the participating media agencies have commented on the process.

Industry trends suggest that the automotive sector's TV advertising has witnessed a notable decline, with a 14% drop in volumes during the first half of 2024. However, there has been a surge in other media platforms - print saw a 25% increase, radio a 14% rise, and digital media a remarkable 55% growth, according to recent TAM AdEx report.

Media accounts worth over Rs 2,000 crore are currently on the market, with several high-profile deals expected to be finalized by year-end. The latest sales report from Tata Motors revealed a slight decline in total sales for October 2024, but the company has seen a small uptick in domestic sales.