Dentsu India was awarded the integrated media mandate for multiple Tata Group companies for the Indian Premier League (IPL) following a multi-agency pitch process.
The mandate brought together several Tata Group brands, including Tata Motors, Voltas, TATA AIG, CaratLane and Air India Express, under a unified media planning and buying framework for IPL 2026.
As part of the engagement, Dentsu India managed media planning and buying across television, digital platforms, OTT services, social media and other media channels throughout the IPL season. The agency coordinated media activities across the participating Tata Group brands as part of a consolidated advertising and marketing approach for the tournament.
Commenting on the partnership, 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 is among the larger consolidated media assignments associated with the IPL, with multiple Tata Group companies participating under a single media strategy during one of India’s most-watched sporting events.
