When the Chennai-based tyre major MRF breaches past the $ one billion turnover mark this year (gross turnover touched Rs 4,200 crore in 2005-06)) it is sure to make news. But for the moment, the spotlight is on the company's plan to re-align its advertising spend among the agencies.

The buzz doing rounds in agency corridors is about the company rejigging its Rs 50 crore annual advertising spend (which included celebrity endorsements) by roping in some new agencies.

Currently, the MRF account is mainly handled by Lowe, which created the iconic MRF muscle man, and Rediffusion. Lowe has been associated with the company for over 15 years.

It is reliably learnt from advertising circles that JWT is the front-runner in the race for a slice of the mega ad pie. Sources in MRF said, "Presentations are being made by different agencies and nothing has been finalised."

Apparently, JWT approached the tyre company to make a presentation when it learnt that the client was not satisfied with an existing one. However, MRF executive director Philip Eapen told ET "we are very happy with our agencies. We have not decided yet. We are looking at various agencies."

"We felt some of our new line of businesses required more focus. Therefore, we want to engage another agency to bring in that additional attention," he said.

A JWT official said while high-level talks are still on, nothing has been finalised yet. "It could be for their new products. We may partly or wholly get the account. But, so far, the company has not decided," he added.

A top official of another agency said. "We do know that a pitch for the account was made about four weeks ago. But these are all part of the business".

MRF's move is seen in the light of increasing competition in the tyre market, especially from Apollo and Goodyear MRF is also being challenged on its home turf ( Chennai), with Apollo setting up a radial tyre project and the MNC rival, Michelin's plan to expand distribution network. Michelin has become the OEM supplier for BMW's premium car plant near Chennai.

Advertising circles are not surprised at the development. They said such long term relationships undergo change, citing the case of TI Cycles of the Murugappa group, snapping off a 14-year-old relationship with O & M and Mudra.

MRF, which has power brands, is strong in aftermarket sales. Over the last 16 years, MRF has outgrown from being a corporate mascot to a symbol of strength, reliability and durability.