Lowe, Chennai, has
bagged the entire creative duties of TI Cycles of India. The company owns bicycle brands BSA and Hercules, which were handled by O&M and Mudra, respectively.
Kevin D'Souza, V-P and branch head, Lowe, Chennai, confirmed the development to agencyfaqs! However, when asked about the size of the business, all he said was that it was substantial.
According to D'Souza, the combination of strategy and ideas did the trick in helping them bag this prized account.
About the media plan, he hinted that multiple channels will be used. Refusing to comment any further on the strategy to be adopted to take the brand forward, he pointed out that the process was in its 'preliminary stage'.
For the record, cricketer Yuvraj Singh has endorsed the Hercules MTB (Mountain Terrain Bicycles). D'Souza declined to comment on whether Singh would continue to endorse the brand.
Started in 1949, TI Cycles of India is a unit of Tube Investments of India, which is a part of the Murugappa Group. It is a leading bicycle manufacturer in the country today.
© 2006 agencyfaqs!