JWT cedes Hero Cycles business for 'southern region' to RKSwamy/BBDO

RKSwamy/BBDO has won the advertising account of Hero Cycles for the entire ‘southern region' - comprising the states of Andhra Pradesh, Karnataka, Tamil Nadu and Kerala - in the wake of a pitch-free presentation made roughly 10 days ago. The agency was formally handed the account yesterday. Following the win, BBDO will be in charge of the entire communication (which includes creative, media, above- and below-the-line) for Hero Cycles in south India. The account comprises all Hero brands that are being handled nationally by JWT India, as well as the Hero Cycles ‘corporate' account.

Confirming the development to agencyfaqs!, Sunil Gupta, chief operating officer, RKSwamy/BBDO, informed that there was no formal pitch preceding the move. "We just made a formal presentation to them," he says. Interestingly, Gupta has had a long relationship with Hero Cycles, one that dates back to 1985 - to the time he was with JWT (then HTA). The BBDO honcho acknowledges that this did play a part in getting a foot in the door. "We have been in touch, and so this presentation," he says.

Hard work and "sheer passion" are the reasons that Deepa Kakkar, executive national creative director, RKSwamy/BBDO, attributes to the win. "I am sure the passion we displayed really moved the client," she told agencyfaqs!. "Also, we gave Hero a branding idea that impressed them a lot. I am very pleased with this win, as cycles is a very ‘heartland' product, which gives us an opportunity to connect with the heartland consumer." She adds that it was "great fun working with Sunil on a big presentation which translated into a win".

The win might not be ‘big' in terms of billing that accrues to BBDO (the size of this particular account is not known, although the entire Hero Cycles business is estimated to be worth Rs 12-14 crore), but the prestige attached to winning business from Hero Cycles isn't small. Also, it's a fact that this win has given BBDO a toehold on Hero. Gupta alludes to this when he says, "We are proud to be associated with Hero, and see this as the first step in a long journey."

Hero Cycles awarding BBDO with its ‘south' account raises a question: why an exclusive account for the southern region? Well, south India has always been a bit of a problem market for Hero Cycles, and the brand has never been very strong in the region. This move might indicate that the company is keen on developing this market and is looking at region-specific ideas to crack it. Gupta corroborates this when he says, "Hero believes we have the wherewithal to deliver." He adds that today, clients are looking at agencies "that are not only interested in their own businesses, but also in the client's business. They are identifying agencies that are willing to go that extra mile to add value to their client's business." © 2003 agencyfaqs!