IDBI retains Maxus as media partner; Mudra Max wins OOH biz

MUMBAI: IDBI Group has retained Maxus India as its media partner and assigned Mudra Max the Outdoor, below the line (BTL), direct and digital duties.

Maxus managing director Ajit Varghese confirmed the business retention of the IDBI account to

Mudra Max said it won the account following a multi-agency pitch. The account will be handled out of the agency‘s Mumbai office. 


The pitch for the Outdoor business was called in March and was part of the tender which IDBI Bank floats every three years, as per applicable government guidelines.

The agency will be responsible for handling its various sectors which includes IDBI Bank Ltd, IDBI Capital Management Services, IDBI Intech and IDBI Assets Management.

Mudra Max CEO Pratap Bose said, "It‘s a significant win for us and I am happy with the way we are moving ahead. We look forward to IDBI Bank Group bringing innovative thinking and a strategic direction to the brand."

Mudra Max-OOH president Mandeep Malhotra added, "IDBI Bank has shown faith in who we are and what we bring to the table. We are positive this partnership will be mutually beneficial. We hope to rise to the challenges offered by the brand, in terms of path-breaking and innovative methods of reaching the TG."

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