Bridgestone, Mindshare media mandate

Tyre and rubber manufacturing company Bridgestone Tyres has consolidated its media planning and buying mandate with Mindshare. The Bridgestone account comes on the back of a multi-agency pitch that involved three agencies. The process was initiated around September last year. While Mindshare held part of the brand's media mandate, Network Advertising held the other part. Now, the entire media mandate has been consolidated with Mindshare. Although present for over a decade in the country, Bridgestone turned to mass media communication including television, outdoor and digital, only very recently. The company began as a joint venture between Bridgestone Corporation of Japan and The Associated Cement Companies of India in 1996.