MxMIndia

Tag: Bing Lin Wu

  • India is a key priority market for Maxxis globally

    Maxxis Rubber appoints Bang in the Middle

    By A Correspondent

     

    Tyre major Maxxis has appointed Bang in the Middle as its integrated communication partner. India is a key priority market for Maxxis globally, we hear.

     

    Said Bing-Lin Wu, Marketing Head, Maxxis Tyres India: “India is a big opportunity and it opens a plethora of prospects for Maxxis and we are aggressively increasing our footprints here. We are committed to delivering to our customers in India world-class products and services that they expect and deserve. As we build our offerings in India and to further amplify our positioning in the Indian market, we have tasked ‘Bang in the Middle’ to drive preference for Maxxis Tyres.”

     

    Added Naresh Gupta, Managing Partner, Bang in the Middle: “Maxxis is a very challenging brief. There are established brands in market, who have long history and heritage. We will create campaigns that will make the consumers to prefer Maxxis Tyres. The work has already started.

     

     

  • The tyre company promoted its five-year unconditional warranty offer

    Maxxis Tyres launches #PaanchSaalBemisaal campaign

    By A Correspondent

     

    Maxxis India, a sub-company of the Maxxis Group, the largest two-wheeler tyre manufacturer and one of the world’s fastest growing tyre companies, launched a digital campaign titled #PaanchSaalBemisaal. The campaign highlights Maxxis Tyres’ five-year unconditional warranty with first year free replacement.

     

    Conceptualised by Grapes Digital, #PaanchSaalBemisaal is a digital campaign around the idea, ‘Waade Pe Gaadi Nahi Chalti, Warranty Pe Chalti Hai’. The campaign uses humour through a crisp story to establish the brand property connect with election theme at the forefront.

     

    Commenting on the brand positioning through this campaign, Bing Lin Wu, Marketing Head, Maxxis Tyres said: “As India’s growing two-wheeler tyre company, we wanted our customers to know more about our industry-first 5-year unconditional warranty with 1st year free replacement. General elections gave us just the right opportunity to talk about warranty, in a contextually interesting way. We are confident that this campaign will appeal to a wide range of customers and acquaint them with Maxxis warranty, change the industry dynamics and help redefine warranty standards.”

     

    Said Himanshu Arya, CEO, Grapes Digital: “To choose warranty over waada (promise) was a powerful consumer-facing insight that we came across. #PaanchSaalBemisaal was the perfect hack to tap into the conversations around the general elections. It was action-oriented, well rooted in the product proposition and highly topical as well. With all the right boxes ticked we had just one question to answer- if not now, then when?” And addressing that concern the campaign was launched with a minute-long digital video. A quick repartee between the protagonist and a politician, the video ends on a message that says “Waade par gaadi nahin chalti, warranty par chalti hai” (Vehicles don’t run on promises, but only on warranty). Now, who can contest that?”