Mahindra 2 Wheelers scouts for agency for upcoming brands

By Ashwini Gangal , afaqs!, Mumbai | In Advertising | November 20, 2012
The company is set to launch three new two wheeler brands shortly.

Mahindra 2 Wheelers, a part of the multi-business conglomerate Mahindra, is on the lookout for a creative agency. The authorities are currently in conversation with a few leading advertising agencies.

Mahindra 2 Wheelers

The process is underway in Mumbai. Sources inform that one round of presentations has taken place. The participating agencies will be evaluated both on their creative abilities as well as their strategic prowess.

In sync with company reports that were released to the media earlier this year, sources reiterate that the company is set to launch three new two wheeler brands shortly and confirm that the ongoing pitch is part of the effort to finalise the branding and launch strategies for these brands in the Indian market.

A couple of years ago, popular Hindi film actor Kareena Kapoor was appointed as the brand ambassador for Mahindra Two Wheelers' entire range of PowerScooters. Since then, she has promoted products such as the Rodeo-RZ. It may be recalled that Kapoor was first seen riding Mahindra's scooters in the blockbuster film, 3 Idiots.

Mahindra 2 Wheelers launched its 110cc entry-level bike Stallio on September 30, 2010. On October 17 in the same year, the company rolled out an ad campaign for the product. It was a 360-degree effort including TV, print, radio, outdoor and digital. The ads were created by Mahindra & Mahindra's creative AoR, Interface Communications and featured popular actor Aamir Khan. Around the same time, the launch of Mahindra's 300cc two-wheeler brand, Mojo, was announced.

While the Stallio targeted consumers in the 18-25 years age bracket, Mojo looked to stir a slightly older set of individuals (those in the age group of 25-35 years). The two brands also targeted consumers in different economic strata; positioned as 'the fastest bike', the Mojo targeted a more affluent TG (target group) vis-à-vis the Stallio that was branded as 'the soul mate'.

Mahindra entered the two-wheeler industry in 2008.

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