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Daimler's hunt for creative agency on track

By Ashwini Gangal , afaqs!, Mumbai | In Advertising | December 14, 2011
The pitch is for its truck portfolio which has been branded as BharatBenz.

German auto giant Daimler is on the hunt for a creative partner for its truck portfolio in India. The pitch process, which began a few weeks back, is currently underway in Bengaluru.

Company authorities have confirmed the news to afaqs!.

Although no further information on the participating agencies could be fetched at the time of filing this report, sources claim that almost all leading network agencies with a prominent presence in South India are already a part of this pitch. In fact, afaqs! has learnt that one round of presentations is already over, and that the first round of shortlisted agencies will be announced shortly.

In India, Daimler plans to launch its heavy vehicles under the brand name BharatBenz. The brand name was unveiled earlier this year. The range will be manufactured by DICV (Daimler India Commercial Vehicles).

The BharatBenz truck product portfolio is slated to serve the modern domestic segment. This segment comprises light and heavy duty trucks built with progressive technology.

The first product to roll out under this brand is expected to hit markets by June 2012. A manufacturing facility at Oragadam, near Chennai, is being set up. Reportedly, the authorities are bullish on the Indian market.

Currently, Ashok Leyland and Tata Motors dominate the Indian truck market. It remains to be seen how Daimler will position its truck brand in the midst of such fierce local competition in the category.

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