Maxus, Lodestar to handle Tata Motors’ Land Rover, Jaguar

Tata Motors, which rolled out the iconic Land Rover and Jaguar brands in India yesterday, has extended its relationship with Maxus and Lodestar to handle the media duties of the two brands, respectively.
While Maxus already handles the entire SUV range for Tata Motors, Lodestar looks after its passenger car portfolio.
“We’ve just had a soft launch for the brand yet,” said Karthik Sharma, GM, Maxus Mumbai. “It being a very niche product, the media usage will be highly targeted. We are still developing the campaign that is expected to break by next month.”
O&M has bagged the creative mandate for Land Rover. “The experience we have in handling SUV's for Tata Motors and the credentials of having built the Safari and Sumo brands from scratch worked in our favour,” said Navin Talreja, senior VP, head, auto practice. “Also the Land Rover brand is known for its iconic creative work and our strong creative credentials held us in good stead. Not to mention the strong partnership we share with each other.”
The brief given to the agency is to position the brand in the most compelling manner to build preference among the target audience.
According to industry sources, Draftfcb+Ulka is handling the Jaguar account.