Mindshare, the marketing and media network agency (part of WPP group) has won the account to handle the media duties of Dhanlaxmi Bank. The decision was made after a multi-pitching process, which included MediaVest Worldwide and TME, the media arm of Rediffusion Y&R.

The media spend is expected to be approx Rs. 30 crore.

Confirming the news, Sheran Mehra head marketing and communications Dhanlaxmi Bank said, “Strategic media planning is a must for effective communication. As we expand pan-India and venture into new areas of financial services, we have the challenging task of reaching out to a much wider group of audiences, while keeping the existing customers efficiently involved with the Bank. With Mindshare as our partners, we are confident of creating effective brand awareness and maximizing our brand visibility in a short span of time.”

Gowthaman Ragothaman, leader, Mindshare, South Asia also added, “We are delighted to be working with Dhanlaxmi Bank which is all set to enter into its next orbit of growth. We are confident that our media strategy will help the bank in reaching out to is diverse target audience amid the changing market dynamics.”

Mindshare would be responsible for designing and implementing strategies across print, electronic, radio and digital.