MUMBAI: Rediffusion DY&R India's media division The Media Edge (TME) headed by Divya Gupta is gearing up for some high-profile campaigns. The media independent is also vying with other top media agencies like Lowe's Initiative and Madison Media for the No. 2 position behind the country's largest media independent WPP Media comprising MindShare and Maximise amongst others.

Between September and December 2003, TME will be involved in the most ambitious advertising campaign ever conceived by Tata group company Titan Industries Watch division.

Titan Industries Watch COO Bijou Kurien confirms that the company will spend Rs 85-90 million on a multimedia advertising campaign during the next quarter. "Ogilvy and Mather Bangalore has been our creative agency right from the very beginning. The releasing agency will be The Media Edge."

In a move aimed at enhanced synergy, economies of scale and enhanced media clout, the Tata group has recently decided to channelise its media operations through a single agency - The Media Edge. The collection ad spend of the entire Tata group is supposed to be in the range of Rs 1.5 billion.

TME media director Divya Radhakrishnan, who was present during the Titan Industries new world watch launch press conference held in Mumbai on 23 September 2003, adds that there is heightened activity on other Tata group accounts. They are Tata Motors automobiles (Indigo, Indica, Tata SUVs, commercial vehicles amongst others), Tata Indicom (the ISP and Internet services), Tata AIG (insurance joint venture company) amongst others.

Sources also add that Indian Hotels - Taj group of hotels - will start its campaign sometime towards the end of the year in November and December 2003.

Looks like the increased activity within the Tata group will definitely give a fillip to the consolidated billings of The Media Edge.

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