Rediffusion-Y&R wins the creative mandate for TVS Srichakra

Following a multi-agency pitch, Rediffusion-Y&R has been awarded the creative mandate for TVS Srichakra, the manufacturers of TVS Tyres and Eurogrip, in the two and three-wheeler category.

The pitch was called around a month ago. The company didn't have a creative agency on board prior to this, and was working with freelancers. The business will be handled from the agency's Chennai branch.

Sinha adds, "We are in the process of bolstering our Chennai set-up, and hope to become more aggressive in the coming months."

The account size is estimated to be more than Rs 10 crore. Founded in 1982, the Madurai-based TVS Srichakra manufactures tyres and tubes for mopeds, motorcycles, scooters and three-wheelers under the brand TVS Tyres. It also has a range of industrial pneumatic tyres, farm tyres and implement tyres for export purposes.

Commenting on the choice of agency, M Sivasubramannian, vice-president, domestic businesses, TVS Srichakra, says, "While we found Rediffusion's approach to be most aligned to our own thinking on the brand at this point of time, their suggested creative solutions were refreshingly different and should take the brand to the next level."

The business is a significant addition to Rediffusion Chennai's portfolio that already includes brands such as ITC Classmate, Colour Crew and Paperkraft, Cholam MS General Insurance, Lotte India Corporation, and Cavinkare.