Mumbai: Tonic Worldwide has bagged the integrated digital mandate for Mahindra First Choice’s car&bike. The mandate was won following a multi-agency pitch. The account will be handled out of the agency’s Mumbai office.

As part of the mandate, Tonic Worldwide will be managing the social media, paid media for car&bike .

car&bike is a consumer-facing brand for used multi-brand-retail from the house of Mahindra. The brand brings together the best from the world of automobiles—new cars, used cars, new bikes, and the most appealing content. car&bike endeavours to help you with all of that. Additionally, car&bike also strives to keep its users updated with the latest from the global automotive industry, including car prices, car reviews, car dealerships, and new bikes.

With technology at its core, it is supported by the country’s largest and widest physical network of used car retail outlets across 400+ cities. car&bike also has the country’s most comprehensive used car warranty programme from Mahindra First Choice.

Speaking on the win, Tonic Worldwide co-founder and chief strategy officer Unmisha Bhatt said, "We are excited to partner with car&bike from Mahindra First Choice in their integrated digital marketing efforts. The opportunity is immense given that the category itself is growing at a fast pace. The untapped opportunity lies with consumers that have been overlooked because they aren't currently in the market and the digital strategy would be to own their journey beginning with aspiration to intent. Look forward on doing some exciting work together and creating success stories for the brand."

"Mahindra First Choice has big goals with its brand car&bike. We plan to become India’s leading one stop multi brand retail destination for all things cars & bikes. And we are thrilled to have Tonic Worldwide as our digital partners to make car&bike as the go to brand for anyone seeking to buy used cars or anything else related to automobiles. Through a multi-agency pitch we zeroed down on Tonic for their brilliance in customer-first strategic and creative thinking. The digital world is the new battle ground for all new age brands. We welcome Tonic Worldwide as our partner in achieving our vision of enabling both the new & current generation of India to the world of cars & bikes," added Mahindra First Choice brand head Saniel Bhelekar.