ZenithOptimedia bags Rs 800 mn Honda Siel cars India account

MUMBAI: ZenithOptimedia, the global media services agency from the Publicis group, has won the media duties of Honda Siel Cars India, a joint venture between Honda Motor Co Ltd, Japan and Siel Ltd, India.

The account size is pegged at Rs 800 million, according to sources familiar with the deal.

ZenithOptimedia, which handles Toyota, Honda and Lexus globally, had lost the Hyundai account in 2009 to MPG in India.
Strong in the automobile segment, the recent win will help drive ZenithOptimedia‘s growth in India. "We will first focus on Honda. We will then see how it goes for us in the rapidly growing automobile segment in India," said ZenithOptimedia India CEO Satyajit Sen, while refusing to comment on the financial details of the deal.

Honda is a substantial player in India with brands like Honda City, Accord, Jazz, Civic and CR-V. It faces competition from several players including Maruti Suzuki, Toyota, Hyundai and Volkswagen.

Gearing up for new competition, Honda has decided to consolidate its media account under one outfit. Earlier, Dentsu and Motivator were handling the account.

Says Honda Siel Cars India Marketing Communications AVP Anita Sharma, "We selected Zenith Optimedia because of their in-depth knowledge of the automobile industry and the current competitive environment. Their scientific and process-led planning with the help of tools such as Touchpoint and Portfolio analysis were the main factors for Honda choosing them as their media partners."
ZenithOptimedia beat agencies such as Starcom MediaVest Group (SMG), GroupM, LodeStar Universal and Dentsu Communications to be on the winning side.

Says Sen, “We are delighted to have this opportunity to work with Honda and be a partner in their success. We are committed to providing the best ROI to Honda creating solutions that stand out on media-effectiveness, media efficiency and media leadership.”

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