Manappuram consolidates its business with Maxus

Maxus has been handling the non-print part of the Manappuram account since 2010. June onwards, the agency will handle the print part as well.

Manappuram, a player in the gold loans category, has decided to consolidate its business with Maxus.

In 2010, Maxus was brought on board as its media agency. However, at the time, the agency was awarded the duties for all the non-print media channels. Now, the brand has consolidated its entire media mandate with Maxus. As a result of this development, the agency will also handle the print media duties for Manappuram.

This consolidation will be put into practice June onwards. Maxus' Kerala outfit, that has been handling the non-print part of this account, will handle the print part, too.

In 2010, when Maxus won the Manappuram account, the incumbent was Lintas Media Group. Earlier, Lintas handled the media duties for the entire account (print and non-print). Between 2010 and now, Manappuram had maintained a small degree of continuity with Lintas and the agency retained the print media duties for the brand, though the other businesses moved to Maxus. With the recent development, Manappuram has severed all ties with Lintas and has moved its entire media business to Maxus.