O&M cedes Hercules to Mudra

Mudra Communications’ Chennai office has wrenched the Rs 7-8 crore TI Cycles account from O&M, Chennai

Mudra Communications' Chennai office has grabbed Hercules, the cycle brand owned by TI Cycles. The account, valued at Rs 7-8 crore, was being serviced by O&M's Chennai office till recently. Mudra was notified about the movement on Monday, February 19.

TI Cycles has two big cycle brands, Hercules and BSA. While O&M has been servicing the BSA brand for close to seven years now, the Hercules account was split into two: the ‘specials' (geared cycles and mountain terrain bikes, which are advertised heavily on TV) were handled by O&M and the ‘standards' (widely used in rural India) by Mudra. "We're happy to have the entire Hercules franchise with us (Mudra) now, since Mudra's association with the brand goes back to many years," said Aurobindo Mohanty, vice-president, Mudra, Chennai.

As it emerged, the pitch happened on February 8 and 10 and there were five agencies in the fray, including Rediffusion, Interface, Euro-RSCG, O&M and, of course, Mudra. "It was a total pitch - including strategy, creative and media presentations," said Mohanty. "And the main objective of the client was to rationalise its agency portfolio."

agencyfaqs! found that the BSA brand is also up for grabs. The pitch for BSA happened alongside Hercules in early February. And it was the same set of agencies that staked their claims on BSA. The final decision on the agency for BSA will be taken next week. Marketers peg the combined TI Cycles advertising account at Rs 10-12 crore.

Mohanty added, "The new campaign for Hercules will break out in mid-April this year and that the effort of the agency will be to strengthen Hercules' existing proposition and equity."

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