Dentsu has won TVS Motor Company’s consolidated media planning and buying business, ending Madison World’s long association with the two-wheeler maker.

The mandate, estimated at about $1.9 million to $2.1 million annually, was awarded after a competitive multi-agency pitch.

TVS Motor’s media account had reportedly been with Madison World for several years before the review, making the switch a significant move in one of the Indian automotive sector’s biggest account shifts this year.

The new mandate gives Dentsu responsibility for integrated media strategy, planning and buying across television, digital and other media platforms, as TVS continues to expand its portfolio across premium motorcycles, electric vehicles and internal combustion engine models.

The win adds another major account to Dentsu’s automotive portfolio at a time when brands are recalibrating media investment in response to changing consumer behaviour and growing digital consumption. The review was said to have gone through multiple rounds before Dentsu emerged as the preferred partner.

The development also follows Dentsu India’s recent media win for the Tata Group’s Indian Premier League campaign, which brought several Tata companies under a unified media strategy.