Devina Joshi
Advertising

Bajaj aligns Platina with Lowe; agency also scores with Indus Cityscapes

The media duties for the new bike have been aligned with Bajaj Auto’s AOR, Insight. Indus Cityscapes, on the other hand, is a Chennai-based win

Bajaj Auto has aligned the creative duties for its newly launched executive segment bike, Platina, with Lowe, Mumbai. Lowe already handles Bajaj Avenger, Bajaj Discover and Bajaj CT-100. The media duties for Platina have been aligned with Bajaj Auto’s media AOR, Insight (which handles all Bajaj Auto and Bajaj Electricals brands).

S Sridhar, vice-president, marketing, two wheelers, Bajaj Auto, says, “We are quite pleased with the way Lowe has handled our other brands. Therefore, it was a natural plan to align Platina with Lowe as well.”

Platina is positioned as a style bike for the executive segment (25-40 year olds). Platina comes in two versions. The base version is priced at Rs 34,000, while the high-end version with alloy wheels is priced at Rs 36,000.

In another development, Lowe, Chennai, has bagged the creative duties for Chennai-based real estate developers, Indus Cityscapes. The pitch for this business saw two other agencies in the fray – JWT and Grey Worldwide. The size of the business is around Rs 2-3 crore. The account moves from Chennai-based ad agency Signet. The media duties will be handled in-house by the client.

Confirming this to agencyfaqs!, Narendra Lunawath, director, Indus Cityscapes, says, “Our company has plans to expand to markets beyond Chennai. Since our earlier agency didn’t have the kind of volumes and network that we wanted, we had to call for a pitch. We selected Lowe on the basis of its track record.” Additionally, the agency also came with good recommendations from others. The media mix is still being worked out, but press and outdoor will definitely be a big part of it.

Indus Cityscapes, which is into both commercial as well as residential properties, has plans to expand to Bangalore, Coimbatore and Hyderabad over the next one year. For the record, Lowe, Chennai, already handles real estate company True Value Homes.

© 2006 agencyfaqs!

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