Omnicom Media Group bags Rs 450 crore Tata Motors Passenger Vehicle media mandate

Tata Motors has appointed Omnicom Media Group (OMG) as the media agency for its passenger vehicle division, following a competitive pitch process initiated in July.

Sources confirmed to e4m that t he Rs450-crore account consolidates all media responsibilities —digital, TV, print, OOH, digital partnerships, and creative duties—under OMG, marking a significant shift in the automaker’s media strategy.

Previously, OMG managed only Tata Motors’ digital media, while IPG’s Lodestar handled TV and print. This move streamlines operations and signifies a unified approach to driving the company’s passenger vehicle media strategy.

The high-stakes pitch saw participation from major agencies, including Madison, Publicis and Dentsu, highlighting the industry’s intense competition for this account.
In addition to Tata Motors, Hero MotoCorp has also initiated a media pitch process, with its account size estimated at around Rs400 crore.
This brings the combined value of these two automotive media accounts to approximately Rs850 crore.

Both brands are big spenders when it comes to advertising.

According to Pitch Madison Advertising Report 2024, Hero MotoCorp spent Rs 500-600 crore on advertising in 2023. Tata Motors spent Rs 300-400 crore on advertising in 2023.

As per the report, the automobile sector is the third largest AdEx category, because of a booming demand for mid-level cars and SUVs. The category has increased their traditional spends by 18%.