By SONALI KRISHNA
Indiantelevision.com Team

MUMBAI: Tata Consultancy Services, one of the world's leading information technology consulting, services, and business process outsourcing organisations, after a long valuation process has awarded their media duties to Lodestar.

The incumbent agency was The Media Edge (TME), Rediffusion DY&R’s media-buying arm. According to some industry sources, the approximate account size is pegged at Rs 100 million if the operations are restricted to India. However, if TCS goes on to international operations, then the account size would be of considerable size, the sources aver.

Speaking to Indiantelevision.com, Lodestar Media president Shashi Sinha, who has just been elevated to regional media director of FCB, says, "This is a very prestigious account considering TCS today commands the biggest market capitalisation."

TCS was part of the Tata AOR, which was disbanded in September. TCS has been handled by TME for the last two years. The shift of the account to Lodestar means that both the media as well as creative duties have been consolidated with the same agency FCB Ulka.