In a two-way pitch, rmg david, Delhi, has bagged the Rs 3-Rs 4-crore advertising account of Continental Metro Tyres. The other agency in the fray was JWT (earlier called HTA). Continental Metro Tyres is a joint venture between the Metro Group (owners of ORTEM fans), a lead player in the bicycle tyre market (with a turnover of Rs 250 crore), and Continental AG, the fourth largest tyre manufacturer in the world. And it is for the new two-wheeler tyre brand Continental Metro that the company was on the look out for an advertising agency.
Explaining why the company decided to align its business with rmg david, Rummy Chhabra, managing director, Metro Tyres, said, "We found the creatives and the services of the rmg david very impressive. So we decided to go with the agency."
The task for the agency is to create an 'aura' around the brand. Since the Continental Metro brand is slated for launch in end April or early May, the agency has already sprung into action. Says Subrato Chakraborty, vice-president & general manager, rmg david, "We offer our clients the method of a big agency and the madness of a small agency."
In the first phase of the launch, the communication will be skewed towards print, television and POPs. The markets the company will target in the first phase include Delhi, Ahmedabad, Pune, Nagpur and parts of Uttar Pradesh.
However, the task for the company and its agency is not going to be easy. The size of the two-wheeler market is estimated at Rs 1,000 crore currently, and MRF leads this market with a market share of 42-44 per cent. TVS and Falcon have 24 per cent and 22 per cent share respectively. Making a dent in the market will be a challenging job indeed.
But taking up challenges is rmg david's forte. "It will be the first brand in the tyre industry which will be pitched on a specialist route. Continental Metro tyres is a world class product and our job is to inform the consumers about that," says Chakraborty. Chhabra adds, "The two-wheeler tyre industry is growing at the rate of 21 per cent; so there is scope for another player." © 2003 agencyfaqs!