TVS Motor has awarded its estimated ₹200 crore media mandate to Dentsu

TVS Motor Company has awarded its consolidated media planning and buying mandate to Dentsu after a competitive multi-stage pitch, ending Madison World’s long association with the automaker.

The account is estimated at around ₹200 crore in annual media spend and covers integrated planning and buying across television, digital, connected TV, retail media, and other emerging platforms. The win gives Dentsu responsibility for supporting TVS Motor’s expanding portfolio, which includes internal combustion motorcycles and scooters, electric vehicles, and premium motorcycles.

Industry reports indicate that Dentsu and Madison World were the final two contenders in the review, with the process reportedly run alongside pitch consultancy Minus Kearney. The shift marks a notable change in one of the automotive sector’s biggest media relationships this year.

For TVS Motor, the move suggests a stronger push toward more integrated, performance-oriented media strategy across a wider mix of channels. For Dentsu, the account strengthens its position in the mobility category and adds a marquee auto brand to its roster.

The decision also reflects how automotive brands are increasingly looking for media partners that can connect brand building with digital precision and retail-driven outcomes. In a market where media investments are becoming more accountable, the TVS Motor win is a significant signal of Dentsu’s momentum.