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TVS brings BBH on-board for new launch; opens pitch for new bike brand
Sources reveal that TVS is launching a brand, Wego, in the scooter category, the creative duties of which have been awarded to BBH. Alongside, a pitch has been called for a new bike brand by the company
Following a strongly contested multi-agency pitch, BBH has won the creative duties for a new launch of TVS. Rumours in the market state that the brand is a scooter by the name of Wego, which has not been launched yet.
TVS is expected to spend around Rs 20 crore for the marketing of this brand.
No comments were forthcoming from S Srinivas, marketing head, TVS Motors on the product, brand name and even the ad spends. He reveals that the media mix for the brand would include television, print, outdoor and radio.
There was only one round of presentations of creative and strategy. The media AoR (Agency on Record) for TVS Motors is Madison, which will continue for the new brand, too.
With this win, BBH has managed to gain an entry into the TVS fort, which so far, has had McCann and Saatchi & Saatchi as its roster agencies.
Subhash Kamath, managing partner, BBH India says that the agency went beyond the brief and presented a broader, long-term platform for the brand, instead of just an advertising solution.
"TVS has a history of defying category conventions with product innovation. This is the kind of brand we always feel excited about at BBH. We want to partner TVS in taking a fresh and innovative look at two-wheeler communication," adds Partha Sinha, managing partner, BBH India.
Apart from this development, the company is learnt to have called for a pitch for a bike, which is also one of the new launches. It is learnt that the roster agencies, McCann Erickson and Saatchi & Saatchi, have been briefed about the brand, and the presentations are expected to take place next week.
Among the TVS brands, McCann handles TVS Scooty, Apache and Star; while Saatchi & Saatchi handles Flame.