Equus Red Cell to steer Sona Koyo’s advertising

Sona Koyo is a dominant player in car steering systems. Last year, the company ventured into car rental services in Bangalore and became the master franchisee for the German car rental service, Sixt, in India

Equus Red Cell has been appointed to handle the advertising duties for Sona Koyo, a dominant player in car steering systems.

The company, which has primarily been operating in the B2B (business to business) space, is planning to build itself up as a corporate brand in the consumer space, and thus the need for an advertising agency. Prior to this, the business was handled by a small local agency, which mainly worked on flyers and brochures.

Equus Red Cell to steer Sona Koyo’s advertising

Surinder Kapur, CMD, Sona Group, says, “We appointed Equus because it showed its interest in the auto ancillary sector and in what goes into building a brand for a company such as Sona Koyo.” An initial advertising budget of Rs 1.5 crore has been allocated for the purpose. A major part of the early communication will be BTL (below-the-line) led, but later, traditional media such as television and print will be used.

The company has also got into car rental services through a new division called Sona Mobility, which is a master franchisee for the German car rental service, Sixt, in India. With an investment of around Rs 10 crore, this division aims to tap the large opportunities in fleet management and car leasing services, beginning with Bangalore.

For the car rental service, too, the company needs to communicate with consumers more often and position Sixt as a premier car rental service.

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