Lodestar UM retains Mahindra & Mahindra media biz following a 6-way pitch

IPG Mediabrands’ agency, Lodestar UM, has retained the Mahindra & Mahindra account following a 4-month long rigorous and competitive pitch process. 

This outcome further strengthens the relation between Lodestar UM and Mahindra & Mahindra that spans over two decades. Lodestar UM came on-board when M&M’s primary brand was Armada. Since then, the Lodestar UM and Mahindra & Mahindra partnership has grown and evolved manifolds. 

Lodestar UM will continue to handle the media duties across all media touch points, core media and specialised media, including digital, listening centre, content, OOH and across all Mahindra businesses, including, personal vehicles, commercial vehicles, farm equipment sector, trucks, real estate, finance, corporate, etc. 

Talking about the win, Nandini Dias, CEO, Lodestar UM, said, “This relationship means a lot to us and we are humbled that Mahindra & Mahindra have continued to repose their trust in us. And we look forward to growing this partnership in a very dynamic sector and continue to extend our global best practices and learnings to Mahindra. As an agency, we have invested considerably in industry-leading tools and data and analytics, to create new approaches to planning, investment, and custom content creation; with the vision to drive better connections between brands and customers. In addition to this, our future-forward solutions through our digital agency Interactive Avenues, our OOH tools like FACTOR and VAS from Rapport keep us ahead of the competition in every medium.” 

Dias further added, “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.” 

Lodestar UM works with some of the leading global and Indian brands like Coca-Cola, Samsung, Johnson & Johnson, Accenture, Amul, Tata, Wipro, Kansai Nerolac, Indian Oil, LIC and many others. It has recently added Spotify, Zomato, Mattel, Vedanta, Air Asia, and American Express to its marquee client portfolio. 

In a release issued, the agency stated that this win reaffirms Lodestar UM’s position as one of the top 3 media agencies in India. It also endorses the agency’s capability to deliver the best media agnostic solutions for its clients.