Montra Electric, the EV arm of Murugappa Group, has launched its ‘Bharat ka Super Auto’ campaign, representing a sustainable and efficient future for electric mobility in India.
Conceptualised and executed by Schbang, the campaign focuses on Montra Electric’s Super Auto. Said Piyush Pandey, Head of Marketing & Exports – Montra Electric (TI Clean Mobility): “Montra Electric’s Super Auto is here to transform last-mile mobility. With an industry-leading range of 203 kilometers and innovative design, it is redefining the driving experience and comfort of driving and travelling in an auto. This is one of our many steps towards a better & sustainable future. Join us as we go full throttle on this journey with the 123 years old legacy of Murugappa Group to provide eco-friendly commercial mobility solutions for an efficient tomorrow.”
Added Dhruv Rajput, Vice President – Brand Solutions & Head of Planning at Schbang: “Crafting the ‘Bharat ka Super Auto’ campaign for Montra Electric was a journey of imagination and innovation. Our creative endeavour sought to infuse life into metal, turn technology into a story, and make every kilometre an adventure. It’s more than an ad; it’s an ode to the future of electric mobility, where each frame tells a tale of innovation, energy, and the thrilling road ahead.”
Murugappa Group launched a new tri-lingual brand campaign continuing their successful format of eight different films featuring major brands of the Group. The ads have been created in Hindi, Tamil and Telugu to leverage the increasing preference for the rich idiom of the local languages.
The campaign theme is ‘Together, let’s prosper’ and in Hindi ‘Jud Kar Badhein’, rooted in the prevailing mood of progress. The campaign objective is to move brand initiatives to the next level, i.e. to progress from ‘recognition’ to a ‘connect’.
The films depict slice-of-life narrations of Indians and their aspirations: an educated farmer in Amalapuram, a taxi driver buying his first new car, a first-generation entrepreneur in Coonoor, soon-to-be-parents buying their first house in Ahmedabad and other similar people-scenarios. Murugappa Group and their products/services feature as an integral part of these stories in helping them realise their dreams.
The TV campaign would be supported with promotions on digital media, radio and movie theatres in select cities over a longer period.
Lowe Lintas Chennai has won the creative mandate of TI Cycles, one of the oldest and renowned Indian brands of cycles. The agency would be handling the creative mandate for popular brands including BSA, Hercules & Montra.
TI Cycles is among pioneers of the Cycle category in India. Established in 1949, it has constantly come up with new trends in line with evolving consumer needs. With a vision to be the most preferred brand in fitness, recreation and personal mobility solutions, TI Cycles always strives to give customers not only a bicycle but a lifetime experience.
Arun Alagappan
Sharing his thoughts, Arun Alagappan, President, TI Cycles of India said, “We have appointed Lowe Lintas as our AoR for all our brands and are excited to start working with the team.Lowe Lintas brings proven strategic and integrated marketing expertise that will help us build a strong communications platform to deliver innovative creative work that will resonate with our customers and help us stand apart in the rapidly evolving marketplace.â€
GV Krishnan
The immediate task for Lowe Lintas Chennai would be to provide a fresh impetus for BSA Ladybird, a cycle that’s been a favourite of the young female populace that own it. GV Krishnan, President, Lowe Lintas Bangalore said, “We are delighted to have been appointed as brand custodians by Chennai-based TI Cycles.Our immediate effort will be to give fresh impetus and emotional depth to BSA Ladybird, a cycle synonymous with the joy of growing-up years. Today’s tweens and teens are a huge consumer constituency and are unique in many ways. It will be a great experience to create communication that will appeal to this consumer segment.â€
Adding further he said, “Soon we will also work on other TI Cycles assets such as BSA Workouts and Track & Trail.â€
Rajesh Ramaswamy
Sharing his views on the new project, Rajesh Ramaswamy, ECD, Lowe Lintas said: “Cycles were a not so cool thing some years back. Now cycles are a statement. It’s about being fit. Being environmentally conscious. It talks a lot about the person. His thinking. Unfortunately this is still not being portrayed in communication. It’s not a passing trend. It’s something that’s here to stay. Also even design wise, cycles are much more stylish now. Time we made some ads that are as cool.â€
TI Cycles of India, one of the leading bicycle manufacturers in India, is a part of INR 243 Billion Murugappa group. TI Cycles has been at the forefront of innovations and is a pioneer in the market of cycles.TI Cycles has plants at Chennai, Nasik and Noida, major warehouses at Guwahati, Durgapur, Patna and Cuttack and regional offices, through which it serves it nationwide 2500 plus dealer network.
Cholamandalam Finance, the financial services arm of the Murugappa Group on Thursday announced the appointment of Aegis Media’s VizeumIndiaas its media AOR.
Commenting on the win,S Yesudas, Managing Director – Indian Subcontinent, Vizeum said: “This win makes us very proud. The fact that our contributions to other clients from the Murugappa group also paved the way for this is the most compelling credential for Vizeum. We are really excited about the opportunity to work with Cholamandalam Finance in creating and delivering consumer engagement solutions to the drive their business ahead. We are extremely thankful to the client management for considering us worthy to partner them. This business will be handled out of our Chennai Office.â€
Vizeum successfully operates in 55 countries with a philosophy of in-depth understanding of the co existence of lives, brands and media in the actual world, through its process – motivation to media.
Cholamandalam Finance, a comprehensive financial services solution provider offers vehicle finance, business finance, home equity loans, stock broking and distribution of financial products.
