TI Cycles of India, which houses bicycle brands such as BSA, Hercules and Montra, has awarded its digital mandate to Euro RSCG 4D Matrix. No pitch was called for the business. The account will be handled from Bengaluru.
The agency will handle the brand's website, social media marketing, search engine marketing, mobile marketing, and other online media engagements. Prior to this, ePagemaker handled the mandate for TI Cycles.
Rajesh Mani, general manager, marketing, TI Cycles of India and BSA Motors, tells afaqs! that it was the agency's creative potential and resources that helped sway the decision in its favour.
"We were impressed by the agency's creativity in terms of digital ideas, and the EURO RSCG 4D Matrix team.
While TI Cycles has not been particularly aggressive in the digital space, the company has been looking at increasing its digital presence over the last couple of years.
"We want to enhance our presence in the digital arena. We understand that a number of consumers we wish to address, particularly with the products we now offer, are net-savvy. So, one will see a fair bit of digital presence ahead," says Mani.
The ATL (above the line) communication for the brand is handled by JWT and Percept/H, while the media buying mandate lies with Vizeum.
For the record, TI Cycles of India is a part of the Murugappa Group and is one of the leading exporters of cycles in India. The company also manufactures fitness equipments and e-scooters.