Leo Burnett wins creative mandate for Asia Motor Works

By Biprorshee Das , afaqs!, Mumbai | In Advertising | May 16, 2011
The business was won after a multi-agency pitch; R K Swamy BBDO is the incumbent agency on the account.

The Indian truck manufacturing company Asia Motor Works (AMW) has awarded its creative mandate to Leo Burnett. The business was won following a multi-agency pitch called a couple of months ago. R K Swamy BBDO is the incumbent agency on the business.

Commenting on the development, Arvind Sharma, chairperson, India sub-continent, Leo Burnett, says, "The truck manufacturing industry is booming in India, and the last few years have seen a lot of heightened activity in this sector. However, standing tall against the age-old market leaders, requires a very different, non-traditional thinking. Using the 'Human Kind' approach, we presented ideas that would energise the entire business."

The business will be handled out of the agency's Mumbai branch and the communication ahead will be aimed at building the AMW brand and reaffirming customers who have switched from their current brand.

The agency realises that the task ahead for AMW is to stand the test of a challenger brand and capture market share.

"Today, our aim is to engage the imagination and emotion of people who think their needs are already being met by their current options. To get AMW into that consideration set defines our current advertising objective," says Anup Vishwanathan, vice-president, Leo Burnett Mumbai.

Established in 2005, Asia Motor Works offers a range of solutions in the transportation industry, with fully-built trucks being the company's stronghold. AMW has an integrated manufacturing facility in Bhuj, Gujarat, that rolls out its trucks.

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