Force Motors moves from Triton M to Carat

Carat Media, Mumbai, has bagged the media duties for Force Motors. The size of the business is estimated to be around Rs 15 crore. The incumbent agency was Triton M.

Sources close to the agency have confirmed this development to agencyfaqs!. The media mix for the campaigns will predominantly use print and outdoor.

The creative duties continue to be with Percept H and Triton Communications.

The Pune-based, Firodia enterprise, Bajaj Tempo, was renamed Force Motors in May 2005. The key reason for the change of name was a request from its former financial collaborator, DaimlerChrysler AG (DCAG), to discontinue the use of the word, ‘Tempo’, which was originally its registered trademark.

In February 2005, Bajaj Tempo was directed by the government to propose a new name as provided under Section 22 of the Companies Act, 1956. As per this Act, there is a provision that when the name of a company is identical to a registered trademark, the Union government can direct the company to change its name by passing an ordinary resolution.

DCAG exited the company in 2001 by selling its shareholding to Firodia, but allowed an easy transition in changing the name.

© 2005 agencyfaqs!