DDB MudraMax wins Ashok Leyland's heavy vehicles' business

The incumbent agency on the business is Mindshare. The size of the business is said to be around Rs. 25 crores.

DDB MudraMax, the experience and engagement network of the DDB Mudra Group has bagged the media duties of Ashok Leyland - Heavy Vehicles. The incumbent agency on the business is Mindshare. The size of the business is said to be around Rs. 25 crores. The business will be managed out of the agency's Chennai branch.

Commenting on choosing DDB MudraMax, Alok Saraogi, head, brand and marketing communications says, "DDB Mudra Group did a great job of viewing our business imperatives from a category, business and brand perspective and brought a refreshing view to our challenges. Their strategy was insightful and impactful and we are pleased to assign our media business to DDB MudraMax. It also helps that we consolidate all media business for the overall benefit of the group."

Elated with the new win, Sathyamurthy Namakkal, president and head, DDB MudraMax, Media, says, "This is a prestigious win for us. With this alignment, DDB Mudra Max consolidates as the sole Media AOR for Ashok Leyland and we are very glad".

In August 2011, Contract Advertising had won the creative mandate for the company. In this case Mudra had lost the creative business of Ashok Leyland to Contract Advertising.

Ashok Leyland had assigned the media mandate of its light commercial vehicles (LCV) to DDB MudraMax, in September, last year.

Commenting on this media win, Pratap Bose, COO, DDB Mudra Group, says in an official communique, "This win comes on the back of Ashok Leyland awarding us their LCV business last year."