In a clean sweep, Everest Integrated Communication has picked up the creative business of the entire Apollo Tyres (the flagship company of the Raunaq Singh Group) brand portfolio. The Rs 13-15-crore account moves from Publicis. Earlier this year the Bangalore branch of Everest picked up the corporate part of the business, post which the account moved to its Delhi branch. The AOR is being handled by The Media Edge since November last.
With this move Apollo has consolidated its entire range - comprising Amazer XL and Storm car radials and another 25-odd truck, LCV and tractor tyres - under one roof. Incidentally, it is the range of car radials that are more high profile in the mass media. The others are advertised more through the below-the line route with a heavy accent on outdoors.
Talking about the win, Amitabha Lahiri, vice-president, Delhi branch of Everest, said, there was no pitch preceding the move. "It was our efforts on the corporate account that tilted their decision in our favour," he added. He also pointed out that the move of the corporate account too was not the result of a multi-agency pitch but "our proactiveness that propelled the action."
To give a little background, Apollo Tyres is the second largest producer of truck and bus tyres in India after JK Industries. The company's overall market share by volume in the tyre industry for stands at 19 per cent, while its share in the various tyre segments are: trucks and buses - 19 per cent, LCVs - 15 per cent, light trucks - 13 per cent, jeeps - 7 per cent, tractors - 13 per cent and passenger cars - 4 per cent. Apollo Tyres continues to be one of the top exporters to the African continent with a significant presence in countries like Egypt, Tanzania, Kenya etc.
The move to consolidate the business is obviously to get the maximum bang for the buck. While the Everest team on Apollo has got down to the brass tacks already, no one is willing to reveal anything about the advertising plan. All that Lahiri would day is, "It will be a multi-media campaign and will hit the media in the next 15-20 days." © 2003 agencyfaqs!