Industry sources said the company, which is looking to position the new Baleno as a sharper, sleeker model, has also called for a review for creative duties for the model. The account is said to be worth about US$2.3 million.
Agencies in contention are Ogilvy & Mather, Lowe, Hakuhodo Percept and Capital Advertising. All four are currently on Maruti’s roster, servicing different brands of the car maker — Lowe has Omni, Alto, Esteem and Versa; Hakuhodo Percept handles Maruti 800 and Wagon R; Capital manages Swift; while Ogilvy recently bagged the business for the Zen Estilo, in addition to Baleno.
Baleno was held by Lowe until 2005, when the business moved to Ogilvy.
