Mumbai: dentsu India announced on Tuesday that it has bagged the integrated media mandate for Vida, the emerging mobility brand from Hero MotoCorp. The account was won following a multi-agency pitch and will be serviced from the network’s Gurgaon office.

As per the mandate, the agency will oversee the brand's global full-funnel marketing, which includes performance and digital marketing. It will manage Vida's branding and performance campaigns with the best of its talent and capabilities as a strategic media partner.

Speaking on the win, dentsu India’s Anita Kotwani said, "We are delighted to win MotoCorp’s emerging mobility brand Vida powered by Hero. Vida is a truly new-age global brand that is authentic and progressive, and we are delighted with the mandate of managing it not only in India but across the globe. As dentsu, we pride ourselves in working with brands that "Make Way" to drive meaningful progress for the environment."

dentsu CXM India & Merkle India CEO Anubhav Sonthalia added, "The advancement of the electric mobility space is what the future holds. Thus, partnering with a brand like Vida powered by Hero certainly makes it a brilliant opportunity. We are extremely excited to partner with them and execute some mind-blowing strategies."

Hero MotoCorp head of business growth for emerging mobility Chandrasekar Radhakrishnan commented, "We are glad to have dentsu India as our partner in this journey towards growing the electric mobility category across the world. Our endeavour is to create a brand that is truly global in nature, a brand that resonates with audiences from Bangalore to Bogota and Lucknow to London. Vida is a new-age brand with a distinct identity and the tagline "Make Way," a call to action to all change-makers to drive positive change. Our choice of partners is a clear reflection of this intent to build a global, new-age brand."