MUMBAI: Hinduja-owned Ashok Leyland has consolidated all its media businesses so that the group benefits from a synergistic approach.

The $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 MudraMax.

The 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.

Ashok 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."

The account was earlier serviced by Mindshare.

“This 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.

DDB 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."

Ashok 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.