Hinduja-owned Ashok Leyland has consolidated all its media
businesses so that the group benefits from a synergistic approach.
$2.5 billion company has decided to have DDB MudraMax as its
sole media agency. After awarding the light commercial vehicles
(LCV) account last year, it has announced today that the media
duties of its heavy vehicles would also be handled by DDB
size of the new business is Rs 250 million. DDB MudraMax,
the experience and engagement network of the DDB Mudra Group,
will service the client from its Chennai office.
Leyland Heavy Vehicles head, brand and marketing communications
Alok Saraogi said, DDB Mudra Group did a great job of
viewing our business imperatives from a category, business
and brand perspective and brought a refreshing view to our
challenges. Their strategy is insightful and impactful and
we are pleased to assign our media business to DDB MudraMax.
It also helps that we consolidate all media business for the
overall benefit of the group."
account was earlier serviced by Mindshare.
is a prestigious win for us. With this alignment, DDB Mudra
Max consolidates as the sole Media AOR for Ashok Leyland,"
said DDB MudraMax Media president and head Sathyamurthy Namakkal.
Mudra Group COO Pratap Bose added, This win comes on
the back of Ashok Leyland awarding us their LCV business last
year and it is indeed gratifying that our client has reposed
their faith in us again."
Leyland manufactures commercial vehicles in India and has
manufacturing units at seven locations - Chennai, Hosur (three
plants), Alwar, Bhandara and Pantnagar (Uttarakhand). It has
associate companies in the Czech Republic and the UAE and
runs a joint venture in Sri Lanka. It exports vehicles to
over 30 countries worldwide.