R K Swamy BBDO has recently bagged the creative mandate for TAFE Tractors. The agency's Chennai branch will handle this account.
The win is the result of a multi-agency pitch held in Chennai recently.
TAFE is a tractor major that is a part of the Amalgamations Group of Chennai. The company has four plants in India involved in tractor manufacturing, located at Mandideep (Bhopal), Kalladipatti (Madurai), Doddaballapur (Bengaluru) and Chennai. It also has a new overseas plant in Turkey.
TAFE was incorporated in 1960 in Chennai, in collaboration with Massey Ferguson that is now owned by AGCO Corporation, USA. In 2005, TAFE acquired Eicher Tractors, its engine plant at Alwar and its transmissions plant at Parwanoo, through a wholly owned subsidiary called TAFE Motors and Tractors Limited.
Besides manufacture of tractors, TAFE is also involved in making diesel engines, gears, panel instruments, engineering plastics and hydraulic pumps, amongst other products, through its other divisions and subsidiaries.
TAFE's new 'core values logo' symbolises the company's main principles, including progress, energy and integrity. The outer wheel of the 'chakra' stands for enduring progress, while the inner part stands for energy. The inner white space is symbolic of justice and fairness. The colourful rainbow flower is a symbol of the company's seven core values, namely, ethics, trust, quality, customer, people, change and environment.