PrimeOutdoors bags outdoor duties of TVS Motor

PrimeOutdoors, part of the Ratnakar Rai-promoted Prime Time-IP Media Services Pvt. Ltd, an independent media marketing company based in Mumbai, has acquired the outdoor duties of TVS Motor Company at the national level excluding only the state of Karnataka (the outdoor duties for the state of Karnataka has been assigned to Serve and Volley Advertising). The win is significant because the business so far (that is, for the last two years) was routed through Universal McCann, which is the Agency of Record on TVS Motor.

Says Sakina Bahora, COO, PrimeOutdoors, "From our point of view, we need to scale up our deliverables, keeping in mind their requirements. Implementing newer ideas and innovations will be critical to the business."

The spends on outdoor by the company last year, was, in the region of Rs 10 crore, she says. "We see it remaining more or less the same; maybe, it could go up a bit," she adds.

TVS Motor has been active in the recent past, launching Scooty Pep and a variant of Fiero in end April-early May this year. Bahora claims that the company will be launching almost "four to five new variants or brands" in the coming months.

According to her, attributes that contributed to the favourable decision, hinged on the agency's ability to provide information at the click of the mouse, in the form of a web module to source data about hoarding sites, coupled with online monitoring, as well as its ability to customise systems and processes as per client requirements. "TVS is a systematic and process-driven company," says Bahora. "You need to be thorough in your job," she adds.

The agency is looking to double its size, from the present Rs 15 crore to Rs 30 crore. Clients handled by the agency include Hyundai, NDDB, Amul and Asian Paints. Apart from automobiles, which Bahora describes, as an "upcoming, aggressive industry", sectors that the agency is concentrating on include telecom and television. "We are looking at one more automobile (four-wheeler) major, a telecom client and a TV channel," she says. "The pitch process has just concluded and we are awaiting the results," she adds. © 2003 agencyfaqs!