electric vehicle (EV) solutions provider Ultra Motors has chosen Capital Advertising as its creative agency. The company claims to have a total marketing budget of Rs 20 crore.
There were two agencies in the fray, but executives at Ultra Motors declined to reveal the other agency's name, saying that it was against their policy.
At present, the company doesn't have any brand, so the first challenge for Capital will be to educate consumers about the benefits of electrical vehicles. The initial communication will be based on that. In addition, the company also plans to launch corporate ads to strengthen the brand image of Ultra Motors.
As senior executives at Ultra Motors say, "Initially, the focus will be mainly on below the line (BTL) activities, but the company also plans to use conventional media such as television and print, especially for its corporate ads."
The company's future plans are to launch two-wheeler electric vehicles tailored for Indian conditions. These two-wheelers are based on the patented PMDC Electric Motor technology. The company is hopeful on two aspects of the products, which will make it successful and act as a major catalyst in this category - their low entry cost and almost negligible running cost. The company is also open to having partners to launch its products in India.
In an official communiqué, Deba Ghoshal, director, marketing, Ultra Motors, says, "Capital has a good understanding of the category and the relevant target market, and their strength in strategic planning has helped them gain an edge over the other participating agencies."
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