MxMIndia

Tag: TI Cycles

  • The campaign portrays today’s teenager as someone who is empathetic, feels the need to build a better society and form deeper relationships

    Dentsu Webchutney executes #MadeForMore ad campaign for Hercules Cycles

    By A Correspondent

     

    Bicycle brand Hercules has teamed up with Dentsu Webchutney to unveil its latest ad campaign #MadeForMore.

     

    Commenting on the film, GD Prasad, Associate Vice President, Dentsu Webchutney said: “Re-positioning a brand that caters to the Gen Z audience can be rather tricky. Our team spent weeks conducting their research and testing multiple versions of the script to see which would work best for the India of tomorrow. At the end, we believe we’ve created a film that doesn’t just appeal to them visually, but also captures their pulse and personality.”

     

    Added Sushant Jena, Head – Design and Marketing, TI Cycles: “2019 is a very exciting year for us. As market leaders, our objective is to keep surprising our consumers with the next big thing. We’ve put in a lot of effort into creating our most aggressive range of Hercules bicycles yet, and we needed a bold commercial that does our cycles justice. For us at TI Cycles, #MadeForMore isn’t just a brand proposition, we treat it more as a brand truth that enables us stay ahead of the game.”

     

     

  • The mandate consisted of ensuring that each brand reached out to its audience, bringing their stories to the world while keeping the products relevant and at the centre of the conversation

    TI Cycles awards digital mandate to Dentsu WebChutney

    By A Correspondent

     

    Dentsu Webchutney, the digital agency from Dentsu Aegis Network, has bagged the digital mandate for TI Cycles. As part of the mandate, the agency will handle the accounts for all the TI Cycle brands including BSA, Hercules and Lady Bird.

     

    Dentsu Webchutney won the account following a multi-agency pitch after contending against eight other agencies that participated in the pitch. Having given the country a range of bicycling experiences since 1949 through names such as Hercules, Lady Bird, Turbo Drive, BSA, Roadeo – TI Cycles has always been at the forefront of innovation. Therefore, they wanted to work with an agency that could not only handle the range of brands that they have under their umbrella but also reinvigorate communication for each one of them. The mandate consisted of ensuring that each brand reached out to its audience, bringing their stories to the world while keeping the products relevant and at the centre of the conversation.

     

    The account will be handled from Dentsu Webchutney’s Bangalore office. For the record, TI Cycles is part of the Chennai-based multi-industry magnate Murugappa Group.

     

    Rajesh Mani, Head – Marketing & Retail, TI Cycles, was very enthusiastic about the new partnership, “In this ever changing field of digital marketing, being dynamic and agile are key for our brands to remain top of mind and actively engage with consumers. Dentsu Webchutney have shown with their pitch and track record that they have the thinking and the team to help our brands consolidate their position as industry leaders on the digital front.”

     

    Gaurav Soi, Executive Vice President, Business Development, Dentsu Webchutney adds, “We are honoured that the team at TI Cycles have entrusted us with the digital mandate for their brands. As their partners, we are looking forward to developing work across digital platforms that will assist in consolidating their brands as industry leaders.”

     

    Commenting on the win, Gautam Reghunath, Vice President, Dentsu Webchutney Bangalore said, “It’s been a great 12 months for us at Dentsu Webchutney Bangalore and we’ve now entered phase two of our Bangalore chapter. We’re a young, energetic agency who consider our power to spot and adapt to changing communication landscapes as our biggest advantage. Having partners who are on the same wavelength is both a pleasure, and a necessity.”

     

    He added, “With TI, we enter the cycling and fitness space at a very interesting time. The company has an interesting mix of both legacy and modern brands under its wing and we look forward to staying true to its vision of being at the helm of India’s fitness journey.”