MxMIndia

Tag: BharatBenz

  • To handle the brand's creative and media duties

    Dentsu wins BharatBenz account

    By Our Staff

     

    BharatBenz has onboarded Dentsu India as its integrated communication partner. BharatBenz is the truck and bus brand of Daimler India Commercial Vehicles.

     

    As per the mandate, Dentsu India will provide end-to-end communication solutions for BharatBenz. Dentsu Creative will be responsible for developing the brand strategy, creative campaigns, and digital content. Simultaneously, dentsu X will spearhead the media planning and buying of digital and traditional media for the brand.

     

    Speaking on the development, Siddharth Kirtane, Associate Vice President, Marketing – Daimler India Commercial Vehicles (DICV) said: “As we step into the second decade of BharatBenz, we looked for a strategic partner who could collaborate and resonate with the ethos of our brand. With dentsu, we found a team that is passionate, enthusiastic and eager to learn the nuances of our business. We look forward to this great partnership that will take the BharatBenz brand to the next level.”

     

    Added Indrajeet Mookerjee, President, Dentsu Creative:  “We are extremely honoured to win the coveted mandate for BharatBenz – a highly reputed truck and bus brand from Daimler India Commercial Vehicles. In the last 10 years of BharatBenz’s journey in the Indian market, it has clearly carved its position and achieved superiority in heavy-duty truck segments. We are looking forward to partnering with the brand in its next phase of growth.”

     

  • The campaign is titled ‘Respect Comes Naturally’

    BharatBenz launches brand campaign

    By A Correspondent

     

    ‘Respect comes naturally’ celebrates the character, grit and determination of BharatBenz’s customers to deliver beyond expectations and drive that extra mile. That’s the theme of the the automaker’s new campaign.

     

    Said Rajaram Krishnamurthy, Vice President Marketing & Sales, and Customer Service: “BharatBenz wants to drive home the fact that true respect is always earned. We see our customers earning with hard work, discipline, and having a desire for excellence; expressed when one faces challenges, overcomes them, and keeps moving ahead. They choose BharatBenz in this journey. They choose a BharatBenz for its best-in-class performance, fuel efficiency, and reliability, as a result of which Respect Comes Naturally.”

     

     

  • An integrated marketing account with DDB Mudra, 22feet Tribal WW and OMD Mudra Max

    DDB Mudra Group bags mandate for BharatBenz

    By A Correspondent

     

    BharatBenz, the domestic brand of Daimler India Commercial Vehicles (DICV), has selected DDB Mudra Group to be its integrated marketing and communication agency following a multi-agency pitch. The group will work on creative brand strategy, digital marketing and media buying and planning.

     

    Said Sujay Ghosh, Executive Vice President & Business Partner, DDB Mudra South: “BharatBenz is an iconic brand which is synonymous with technology and innovative products. We wanted BharatBenz’s consumers to have an emotional connect and to do that we immersed ourselves in the lives of truck drivers and fleet owners. Going beyond panel conversations and interviews, the team travelled to trucking hubs interviewing fleet owners and even sharing meals with drivers. These conversations informed our strategy and helped us visualize realistic, medium agnostic narratives. We look forward to creating path-breaking work that connects meaningfully with the audience and create more growth opportunities for the brand.”

     

    Added Rajaram Krishnamurthy, Vice President, Marketing & Sales – Daimler India Commercial Vehicles (DICV): “We wanted a strategic partner who can understand and resonate with the ethos of our brand. With DDB Mudra Group, we found a team that’s passionate, enthusiastic and ready to push the boundaries. We look forward to this great partnership taking the BharatBenz brand to the next level.”

     

     

  • The appointment followed a multi-agency pitch held in Chennai

    Happy mcgarrybowen wins integrated creative and media mandate for BharatBenz trucks and buses

    By A Correspondent

     

    Happy mcgarrybowen has been selected by Daimler India Commercial Vehicles as the agency on record for its BharatBenz brand, known for its range of modern trucks and buses. The appointment followed a multi-agency pitch held in Chennai.

     

    Happy mcgarrybowen, the creative agency from the Dentsu Aegis Network, has been brought on board to manage the integrated mainline and digital communication mandate for BharatBenz trucks and buses, along with the media duties for the brand. The brand will be handled out of Happy mcgarrybowen’s Bangalore office.

     

    On the partnership, Rajaram Krishnamurthy, Vice President- Marketing and Sales, Daimler India Commercial Vehicles (DICV) said: “We are happy to have Happy mcgarrybowen on board. We will be reaching out to more and more customers in the coming years, and we are counting on their expertise to deliver successful integrated traditional and digital campaigns for BharatBenz.”

     

    Added KartikIyer, Chief Executive Officer, Happy mcgarrybowen: “It’s been a year of automobile account wins for us at Happy mcgarrybowen. First 2-wheelers, then 4-wheelers and now 14 wheelers. It’s an honour to be chosen to work on a brand like BharatBenz. Their patience to get the right solution and their appreciation for quality is something we have already enjoyed in the short span of working together. We are extremely positive about this partnership and we look forward to growing their market share in the country.”

     

     

  • Daimler Commercial Vehicle has awarded its India Mandate to Lowe Lintas

    Lowe wins Daimler commercial vehicle mandate

    By A Correspondent

     

    Chennai-based Daimler India Commercial Vehicles (DICV) has concluded its prolonged pitch process with the appointment of Lowe Lintas and Partners, Chennai, as its marketing communications partner.

     

    According to GV Krishnan, Executive Director, Lowe Lintas and Partners: “This must have been one of the most awaited pitch results of recent times. We are thrilled to have been given the mandate.”

     

    DICV went through two rounds of presentations before shortlisting agencies. Top 5 agencies were shortlisted and were in fray for the business.

     

    Mr Krishnan said: “The Indian trucking segment is in rapid evolution mode, and BharatBenz (as DICV’s trucks will be known in India) is uniquely poised to lead this revolution. As the pioneer of truck manufacturing, DICV will seek to assert its leadership through customer-oriented products and services. It feels great to be able to partner DICV from virtually their roll-out stage.”

     

    Joseph George, Chief Executive Officer Lowe Lintas and Partners added: “This is a significant win for our Chennai office. It will be an interesting challenge to the agency’s ability to strategize and persuasively communicate the rich, inspiring story of DICV. And with recent wins out of our Kochi and Bengaluru offices too, am particularly pleased with the way our South operations are performing.”

     

  • Elephant Strategy + Design has come out with its brand identity for Daimler's India-specific range of trucks. The association with Daimler is two years old for Elephant.

    Elephant gives an identity to Daimler’s BharatBenz

    By A Correspondent

     

    Elephant Strategy + Design has come out with its brand identity for Daimler’s India-specific range of trucks. The association with Daimler is two years old for Elephant, as Ashwini Deshpande, Director for Elephant Strategy + Design explained: “Daimler asked us for expression of interest nearly two years ago. The involvement asked was for development of identity for their India specific range of trucks. We were selected after they were satisfied on stringent global parameters as this was a unique case where the brand and products were to be developed outside Germany.”

     

    She continued, “It was a daunting task to partner with Daimler teams from India & Germany. Daimler owns legendary brands like Mercedes Benz. There was a huge learning in the process of development as the scale & reach of this brand as briefed to us was for making history, for changing the trucking landscape of India.”

     

    The name BharatBenz was chosen as it showcased Daimler’s commitment to the Indian market very effectively. “However, to continue the legacy and yet create a framework for contemporary Indian ethos was a challenge,” added Deshpande.

     

    She also shares that between Pune and Delhi, Elephant has added over 25 new clients in 2011. They include Axis Bank, BCCI (CLT20), Delhi Duty Free, Ericsson, Essar Steel, General Mills, Glenmark Pharmaceuticals, Heinz, Karrox, Mars International, Piramal Realty, Promethean Power, Reckitt Benckiser and Wagh Bakri Tea. Over a hundred projects of varying sizes and impact were executed between Delhi and Pune. Complan re-launch, Experience Strategy and visual language for Axis Bank, strategy, identity and communication for Delhi Duty Free, Visual language for Champions League T20 and innovative cookware ranges designed for Nirlep are some of the highlights. One of their most recent brand assignments was for Britannia NutriChoice Multigrain Thins where the agency designed the shape of the biscuit, the brand and the packaging.

     

    “We have created a character called Adem for Mead, the global giants who probably sell the most number of notebooks in the world. Excitement has come in all shapes and sizes. From notebooks to cricket stadium!” concludes Deshpande.

     

    Going ahead, the agency aims to see action from Service Design. There is also a plan to continue to grow the ongoing practices of product innovation and branding. There will be broader focus on Asia as the Singapore team of Elephant is ready to bring in richer insights.