Published on: August 6, 2026
Dentsu has been appointed as the new media agency for TVS Motor Company, taking over the automaker’s consolidated media planning and buying responsibilities from Madison World, according to sources familiar with the matter.
The appointment follows a competitive, multi-stage agency selection process that was managed by pitch consultancy firm Minus Kearney.
Industry sources estimate the annual media mandate to be valued at nearly ₹200 crore. Under the agreement, Dentsu will oversee media strategy, planning and buying across television, digital platforms and emerging media channels.
The transition comes as TVS Motor continues to strengthen its presence across multiple segments, including internal combustion engine (ICE) two-wheelers, premium motorcycles and electric vehicles in the Indian market.
With this business win, Dentsu further expands its portfolio in the mobility sector, while Madison World’s long-standing partnership with TVS Motor comes to an end.
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