New Delhi: Publicis Groupe-owned media agency Zenith has retained the mainline media planning and buying mandate of smartphone maker Micromax Informatics Ltd following a multi-agency pitch.

Omnicom Media Group (OMG) and Madison Media were among the front-runners in the pitch process.

Tanmay Mohanty, group CEO, Zenith said, “The client was impressed with our fresh approach on the Micromax brand, and the innovative thinking and rich consumer insights that we bring to the table. Going forward, we will continue to put in the best of our resources, people, tools and processes behind the Micromax brand."

Zenith handles a roster of businesses in India which includes Nestle India, LVMH, Singapore Airlines, Toyota, Hennes and Mauritz (H&M) and TrueCaller among others.

Meanwhile, Micromax has handed over its digital duties to Dentsu Aegis Network-owned digital agency Isobar following a multi-agency pitch.

Shubhajit Sen, chief marketing officer, Micromax Informatics, said, “Isobar will lead our digital mandate and we are impressed with their team of young, intuitive professionals bringing in a fresh perspective."

Shamsuddin Jasani, managing director, Isobar India said, “Micromax is one of the leading brands in its category and a brand which is always innovating and coming up with a lot of firsts. We are very happy to have won their digital full-service mandate. We look forward to innovating together and driving the brand forward in digital."