Force Motors scouts for digital agency for the SUV Force One

By Shibani Gharat , afaqs!, Mumbai | In Digital | August 25, 2011
The company has recently appointed Amitabh Bachchan as a brand ambassador for the brand, and is now geared up for a 360-degree promotional activity to promote the newly-launched vehicle.

After appointing Lowe Lintas as the creative agency for its newly-launched SUV Force One, Force Motors is now looking for a digital agency for the brand. Around four-to-five agencies have already pitched for the account. The business size remains undisclosed.

The expected spends on digital would be around 3-5 per cent of the total media spends for Force One. Sanjeev Garg, president, sales, service and marketing, Force Motors, tells afaqs! that the company is planning to focus on digital in a big way. "But, as Force Motors is foraying into the personal vehicles space for the first time, we would like to use the conventional media in a major way for promoting Force One. We want to reach out to the masses by using television, print, radio, and outdoor."

The mandate for the digital agency would primarily be to develop a new website for the Force One brand.

Force One comes with the tagline 'Be the Force'.

Amitabh Bachchan has been appointed the brand's ambassador. Garg says on his appointment, "Bachchan shares a solid identity and a legacy like Force Motors.'

Being launched by a company known for its commercial vehicles, Force One has been one of the most anticipated vehicles in the Indian market. Force Motors unveiled the logo for Force One in June. The vehicle Force One was launched in mid-August.

Priced at Rs 10.65 lakh, Force One will be available across 22 dealers across the country from October. A high decibel, 360-degree campaign to publicise Force Motors' foray into the personal vehicles division is expected to be in its full volume during the festive season.

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