The vehicle maker, which spends around Rs 500 crore on media annually, is one of Lodestar UM’s oldest and most prestigious media accounts with a relationship of more than two decades.
Six top media agencies took part in M&M’s pitch initiated in July.
As part of the mandate, Lodestar UM will continue to handle the media duties across all media touch points, including core and specialised media—digital, listening centre, content, and out of home (OOH)—across all Mahindra businesses like personal vehicles, commercial vehicles, farm equipment sector, trucks, real estate, finance, and corporate.
“We look forward to growing this partnership in a very dynamic sector and continue to extend our global best practices and learnings to Mahindra,” said Nandini Dias, CEO at Lodestar UM. “This relationship means a lot to us and we are humbled that Mahindra and Mahindra have continued to repose their trust in us.”
Lodestar UM had come on board when M&M’s primary brand was Armada.
“As an agency, our overriding objective is to be the most trusted marketing partner to our clients. We believe we are a media agency with better smarts and a marketing consultancy with a better scale. Our current offering and future strategy is firmly anchored in Better Science, Better Art, Better Outcomes. We use better science to create better art that drives business momentum for brands,” Dias added.
Lodestar UM also works with other global and Indian brands including Coca Cola, Samsung, Johnson & Johnson, Accenture, Amul, Tata, Wipro, Kansai Nerolac, Indian Oil, LIC, Spotify, Zomato, Mattel, Vedanta, Air Asia, and American Express.
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