MUMBAI: GroupM’s media buying and planning agency, Maxus, has won the media mandate for Tata Tea.

The annual media spend by the brand is pegged at Rs 500 million.

Maxus will be in charge of the media buying and planning duties. Madison Media was earlier servicing the account.

The account was won following a multi-agency pitch. Eight agencies participated in the first round. The contest was then narrowed down to four agencies, including Lodestar, Starcom MediaVest Group and Madison Media, apart from Maxus.

Maxus‘ Bengaluru office will be servicing the account.

Maxus business head Sancheeta Ganguly said, “We at Maxus are excited to work with Tata Tea. Both the parties have a similar ideology of keeping the consumer at the heart of the communication and we at Maxus are really enthusiastic about relationship media approach.”

The agency will start work on the account shortly.