Dentsu India was awarded the integrated media mandate for the Tata Group’s Indian Premier League (IPL). The win brought multiple Tata Group companies, including Tata Motors, Voltas, TATA AIG, CaratLane, and Air India Express, under a unified media strategy for one of India’s most-watched sporting properties. The mandate was secured following a competitive multi-agency pitch. 

As part of the mandate, dentsu India led media planning and buying across television, digital, OTT, social, and emerging platforms for the IPL season. Leveraging its capabilities across Media, Data, Technology, and AI, the network drove audience intelligence, real-time optimisation, and cross-brand integration to maximise impact and engagement throughout the tournament. 

The partnership marked a major milestone in dentsu India’s growth journey and represented one of the largest media consolidations in recent IPL seasons. It reflected a strategic shift toward centralised planning and cohesive brand storytelling. By bringing multiple Tata Group brands under a single media framework, the collaboration aimed to unlock greater scale, stronger audience alignment, enhanced visibility, and deeper consumer engagement during one of India’s biggest sporting moments.

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.”