Mumbai: Dentsu India has been awarded the integrated media mandate for the Tata Group’s Indian Premier League (IPL) portfolio, bringing several Tata Group companies under a unified media strategy for one of India’s largest sporting events.
The mandate, secured following a competitive multi-agency pitch, includes leading Tata Group brands such as Tata Motors, Voltas, TATA AIG, CaratLane, and Air India Express.
As part of the engagement, dentsu India was responsible for media planning and buying across television, digital, OTT, social media, and emerging platforms throughout the IPL season. Leveraging its integrated capabilities across media, data, technology, and AI, the agency network focused on audience intelligence, real-time campaign optimisation, and cross-brand integration to maximise consumer engagement and media effectiveness.
The partnership marks a significant milestone in dentsu India’s growth journey and represents one of the largest media consolidations seen during recent IPL seasons. By bringing multiple Tata Group brands under a single media framework, the collaboration aimed to create greater scale, stronger audience alignment, enhanced visibility, and more cohesive brand storytelling during the tournament.
Commenting on the mandate, Amit Wadhwa, CEO, Dentsu Creative & Media Brands, South Asia, dentsu, said, “We were honoured to partner with the Tata Group for its consolidated IPL media mandate. This win reflected the strength of our integrated capabilities and our shared ambition to create meaningful business impact at scale. Through data-driven planning, agile optimisation, and culturally relevant storytelling, we delivered strong outcomes for the Tata Group brands throughout the IPL season.”
The mandate further underscores the growing preference among large enterprises for integrated media strategies that combine data, technology, and creative storytelling to drive impact across multiple brands and consumer touchpoints.
With the IPL continuing to be one of India’s most influential marketing platforms, the consolidated approach enabled Tata Group brands to strengthen their visibility and connect with audiences at scale through a coordinated and insight-led media strategy
