Bicycle tyre manufacturer Ralco Tyres has brought on board Triton Communications to handle its creative duties. The development is in sync with the brand's ambition to increase its market share in the two-wheeler automotive tyres space.
The win is the result of a multi-agency pitch that was initiated a few months ago.
A mass communication campaign is on the cards. For starters, the media mix will comprise television, outdoor and print. The company plans to focus on integrated marketing efforts, create visibility at the point of sale and drive imagery through mass media.
Addressing the development, Yogeshwar Sharma, deputy general manager, advertising and PR, Ralco Tyres, says in a press note, "Ralco has been a market leader in the bicycle tyres category and we now plan to take on the leaders in the two-wheeler tyres space. The vision is to increase market share, expand the distribution network and penetrate into small cities. Our products are adequately priced with great quality. With a new agency on board and a new communication plan, we aim to reach out to a much larger audience. We will invest hugely in ramping up our distribution network as well."
Lending an industry perspective on the category, Rohit Madhusudan, branch director, Triton Communications, says, "The industry is focussed on consumer safety, whereas consumer education is very low. Most of the consumers aren't even aware about the correct air pressure. In absence of education, a replacement consumer randomly selects the brand that has come factory-fitted with his vehicle."
Though Ralco has been in the replacement market for some time, it's only now that the company has started focussing on the segment.
Ralco Tyres is owned by Ludhiana-based Ram Lubhaya and Sons (Ralsons). Ralsons is one of India's largest companies in the field of bicycle and automobile tyres, tubes and bicycle components. The company also exports its products to Europe, South and Central America, Southeast Asia, the Gulf region, West Asia and Africa.