Brand News

Murugappa Group assigns digital mandate of TI Cycles to Dentsu WebChutney

Bangalore: The digital agency from Dentsu Aegis Network, Webchutney has bagged the digital mandate for TI Cycles, which is part of the Chennai-based Murugappa Group. The agency will handle the accounts for all the TI Cycle brands including BSA, Hercules and Lady Bird. The account will be handled from Dentsu Webchutney’s Bangalore office.

Dentsu Webchutney won the account following a multi-agency pitch after contending against eight other agencies. 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 handle not only 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.

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 has 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,” he said.

Gaurav Soi, Executive Vice-president, Business Development, Dentsu Webchutney, said, “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.”

Gautam Reghunath, Vice-president, Dentsu Webchutney Bangalore, commented, “It’s been a great twelve months for us at Dentsu Webchutney Bangalore and we’ve now entered phase two of our Bangalore chapter. We’re a young, energetic agency and we 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 further said, “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.”

A leader in creating marketing strategies for brands such as Flipkart, Red Bull and Airtel among others, Dentsu Webchutney has made a mark in telling engaging stories across media to a variety of audiences via their digital campaigns. Recently, at Goafest 2016, the pan-India agency won as many as 13 metals, highlighting its rise in the field of digital innovation and community-building.

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