Tata Motors concluded the pitch process for its Passenger Vehicles media planning and buying account, valued at approximately Rs 450 crore, according to industry insiders. The company initiated the pitch earlier this year, has opted to retain its current lineup of agencies and will not onboard new partners, as per sources.
The company’s media mandate includes above-the-line (ATL), digital (covering electric and internal combustion engine vehicles) and outdoor advertising. Currently, Tata Motors’ media requirements are managed by agencies such as Lodestar UM, OMD, Dentsu and Madison.
According to a source familiar with the matter, Tata Motors has concluded the pitch process and decided to continue its partnerships with existing agencies, opting not to bring in any new ones.
Across the broader automotive industry, advertising trends are shifting. Television advertising volumes dropped by 14 per cent in the first half of 2024 (January–June) compared to the same period in 2023, according to the latest TAM AdEx report. However, other media platforms have seen growth, with print advertising rising by 25 per cent, radio by 14 per cent, and digital media witnessing 55 per cent surge during the same period.
The automotive sector is also experiencing an active media pitch market, with accounts worth over Rs 2,500 crore including Dabur India, Tata Consumer Products, Hero MotoCorp and Kotak Mahindra, currently in play. Most of these deals are expected to close by the end of the year.
In terms of sales performance, Tata Motors reported a slight dip in total sales for October 2024, with 82,682 units sold, compared to 82,954 units in October 2023. Domestic sales showed a marginal increase, rising to 80,839 units from 80,825 units year-on-year.
Within the passenger vehicle segment including both electric and conventional models, sales slightly declined to 48,423 units in October 2024, compared to 48,637 units the previous year. Domestic passenger vehicle sales stood at 48,131 units, down from 48,337 units in October 2023. In the commercial vehicle category, sales reached 34,259 units, a slight reduction from 34,317 units year-on-year.
