Aditya Birla Group consolidates media AOR with Mindshare

Aditya Birla Group (ABG) has consolidated its media AOR with Mindshare. ABG’s telecom business under Idea, that was being handled by Lintas Media Group until now, has moved to Mindshare, marking the consolidation of the entire business with the WPP agency. The move ensures that all the media planning and buying for the group’s businesses across sectors are now with one single agency. Speaking to Campaign India, R Gowthaman, leader, South Asia, Mindshare said, “This signifies the second largest media AOR for us after Unilever. That the entire business straddles sectors as diverse as financial services, telecom, cement, retail, lifestyle and telecom speaks volumes about the unique challenge ahead of us. We are absolutely delighted at the opportunity to work with as revered and admired a name as the Aditya Birla Group.”

Pat Vinayak will lead the exchange vertical for all ABG businesses, while Ajit Gurnani will look after the Idea business. Hans Mathew will handle the rest of the ABG business except for Idea. The business is being handled out of a separate office in Kamala Mills, to take care of conflict issues related to Mindshare handling rival brands like Vodafone and ICICI Bank.