Tag: TI Cycles

Lowe Lintas Chennai creates campaign for Hercules Roadeo

MUMBAI: Hercules Roadeo boasts of stylish steel and alloy designer frames that make it the preferred choice of the young guns today. To further demonstrate this, TI Cycles has rolled out a campaign that establishes the dominant positioning of Hercules Roadeo.

With the underlying message of ‘Never Challenge a Roadeo’, the campaign – conceptualized and created by Lowe Lintas Chennai, describes the attitude of the youth when they are posed with a challenge and how they don’t just overcome it, but do so with style.

The campaign idea has been derived based on the insight of 8-14 yrs. old urban boys, who strive to be better than their friends and peers and be the ‘coolest’ one in their group.

Commenting on the new campaign, TI Cycles of India president Arun Alagappan said: “We needed our brand Roadeo to keep up with the ever changing consumer and look cool and contemporary. It needed to connect and engage emotionally with the teenage boy of today, thus the new brand thought of ‘Never Challenge a Roadeo’ was born. Credit goes to the team from Lowe Lintas Chennai for understanding the mandate and delivering creatively with an exciting new thought that is sure to resonate with the new-age Roadeo consumer.”

Sharing his thoughts on the creative execution behind the campaign, Lowe Lintas Chennai ECD Bikramjeet Ghosh said, “In a time when teens spend most of their time immersed in their devices, healthy competition between friends has jumped from the playground to the screen. It was challenging as well as exciting to find a contemporary and fun way to show how a kid overcomes a challenge by upping the ante in the real world rather than the digital world which leaves his buddies awestruck. The story captures two interests of any boy – stunts and video games, which resonate in the hearts of our target audience.”

The campaign has just been launched and will span popular offline and online channels in the coming days.

May 20, 2016
Lowe Lintas Chennai creates campaign for Hercules Roadeo

MUMBAI: Hercules Roadeo boasts of stylish steel and alloy designer frames that make it the preferred choice of the young guns today. To further demonstrate this, TI Cycles has rolled out a campaign that establishes the dominant positioning of Hercules Roadeo.

With the underlying message of ‘Never Challenge a Roadeo’, the campaign – conceptualized and created by Lowe Lintas Chennai, describes the attitude of the youth when they are posed with a challenge and how they don’t just overcome it, but do so with style.

The campaign idea has been derived based on the insight of 8-14 yrs. old urban boys, who strive to be better than their friends and peers and be the ‘coolest’ one in their group.

Commenting on the new campaign, TI Cycles of India president Arun Alagappan said: “We needed our brand Roadeo to keep up with the ever changing consumer and look cool and contemporary. It needed to connect and engage emotionally with the teenage boy of today, thus the new brand thought of ‘Never Challenge a Roadeo’ was born. Credit goes to the team from Lowe Lintas Chennai for understanding the mandate and delivering creatively with an exciting new thought that is sure to resonate with the new-age Roadeo consumer.”

Sharing his thoughts on the creative execution behind the campaign, Lowe Lintas Chennai ECD Bikramjeet Ghosh said, “In a time when teens spend most of their time immersed in their devices, healthy competition between friends has jumped from the playground to the screen. It was challenging as well as exciting to find a contemporary and fun way to show how a kid overcomes a challenge by upping the ante in the real world rather than the digital world which leaves his buddies awestruck. The story captures two interests of any boy – stunts and video games, which resonate in the hearts of our target audience.”

The campaign has just been launched and will span popular offline and online channels in the coming days.

May 20, 2016
Dentsu WebChutney wins TI Cycles’ digital mandate

MUMBAI: Dentsu Aegis Network’s digital arm, Dentsu Webchutney has bagged the digital mandate for TI Cycles following a multi-agency pitch after contending against 8 other agencies . TI Cycles is part of the Chennai-based multi-industry magnate Murugappa Group. As part of the mandate, the agency will handle the accounts for all the TI Cycle brands including BSA, Hercules and Lady Bird.

The mandate consists of ensuring that each brand reached out to its audience, bringing their stories to the world while keeping the products relevant and at the centre of the conversation.

The account will be handled from Dentsu Webchutney’s Bangalore office.

TI Cycles marketing and retail head Rajesh Mani was very enthusiastic about the new partnership, saying, “In this ever changing field of digital marketing, being dynamic and agile are key for our brands to remain top of mind and actively engage with consumers. Dentsu Webchutney have shown with their pitch and track record that they have the thinking and the team to help our brands consolidate their position as industry leaders on the digital front.”

Dentsu Webchutney business development EVP Gaurav Soi adds, “We are honoured that the team at TI Cycles have entrusted us with the digital mandate for their brands. As their partners, we are looking forward to developing work across digital platforms that will assist in consolidating their brands as industry leaders.”

Commenting on the win, Dentsu Webchutney Bangalore VP Gautam Reghunath too adds, “It’s been a great 12 months for us at Dentsu Webchutney Bangalore and we’ve now entered phase two of our Bangalore chapter. We’re a young, energetic agency who consider our power to spot and adapt to changing communication landscapes as our biggest advantage. Having partners who are on the same wavelength is both a pleasure, and a necessity.”

A leader in creating marketing strategies for brands such as Flipkart, Red Bull, and Airtel among others, Dentsu Webchutney has made a mark in telling engaging stories across media to a variety of audiences via their digital campaigns. Recently at the Goafest 2016, the pan-India agency won as many as 13 metals, highlighting its rise in the field of digital innovation and community-building.

May 9, 2016
Dentsu WebChutney wins TI Cycles’ digital mandate

MUMBAI: Dentsu Aegis Network’s digital arm, Dentsu Webchutney has bagged the digital mandate for TI Cycles following a multi-agency pitch after contending against 8 other agencies . TI Cycles is part of the Chennai-based multi-industry magnate Murugappa Group. As part of the mandate, the agency will handle the accounts for all the TI Cycle brands including BSA, Hercules and Lady Bird.

The mandate consists of ensuring that each brand reached out to its audience, bringing their stories to the world while keeping the products relevant and at the centre of the conversation.

The account will be handled from Dentsu Webchutney’s Bangalore office.

TI Cycles marketing and retail head Rajesh Mani was very enthusiastic about the new partnership, saying, “In this ever changing field of digital marketing, being dynamic and agile are key for our brands to remain top of mind and actively engage with consumers. Dentsu Webchutney have shown with their pitch and track record that they have the thinking and the team to help our brands consolidate their position as industry leaders on the digital front.”

Dentsu Webchutney business development EVP Gaurav Soi adds, “We are honoured that the team at TI Cycles have entrusted us with the digital mandate for their brands. As their partners, we are looking forward to developing work across digital platforms that will assist in consolidating their brands as industry leaders.”

Commenting on the win, Dentsu Webchutney Bangalore VP Gautam Reghunath too adds, “It’s been a great 12 months for us at Dentsu Webchutney Bangalore and we’ve now entered phase two of our Bangalore chapter. We’re a young, energetic agency who consider our power to spot and adapt to changing communication landscapes as our biggest advantage. Having partners who are on the same wavelength is both a pleasure, and a necessity.”

A leader in creating marketing strategies for brands such as Flipkart, Red Bull, and Airtel among others, Dentsu Webchutney has made a mark in telling engaging stories across media to a variety of audiences via their digital campaigns. Recently at the Goafest 2016, the pan-India agency won as many as 13 metals, highlighting its rise in the field of digital innovation and community-building.

May 9, 2016
Disney coming? Cartoon Network believes localisation gives it the edge

2002 will be the year of intensified localisation for kiddies’ channel Cartoon Network.

Govindan – Cricket to reward viewer loyalty
The channel that started going desi in February 2001, managed to climb to the number two position in the Hindi market in the 5 – 9 pm band by December (close on the heels of Star Plus), according to VP, marketing and PR Hema Govindan. The rapid rise in rankings is due to local acquisitions like Pandavas and Sinbad, bought from Pentamedia Graphics, which have paid off handsome ratings and Govindan sees the channel going in for more Indian folklore in animation. “Not just Indian stories, we are looking at acquiring animation from Japanese studios too, which are creating shows whose essence appeals to Indian sensibilities”, she says.

The channel is shifting gears to cope
with the imminent entry of Disney, although Govindan insists that some competition would only keep Cartoon Network fighting fit. In the last few months, the channel revamped its programming franchises and taken a whole new look at promotions, which too have received a dose of localisation. That the channel is not sparing any efforts to maintain viewer loyalty and phenomenise toon characters is clear from the massive promotion that accompanies its second Toon Cricket event in Chennai and Mumbai this year.

Although Govindan is reluctant to put a figure on the huge promo blitz, she admits it is ‘massive, probably the largest in scale for the year.’ Apart from the hoardings and the ads on FM and local cable channels, there will be a ‘toon mobile’, a 17-foot open float depicting cricket net sessions that will move through the cities, with toon characters in tow, handing out passes in schools and entertaining the younger generation. Besides, the channel has run a contest for selecting the teams and will be flying down five children from their home towns to watch the match live.

The channel’s Night Shift, launched in November is targeting an entire new viewership comprising teens and young adults. Not surprisingly, the move has widened the channel’s ad client base, with clients like Gili’s diamonds entering into tie-ups for Valentine’s Day packages. While Govindan says it is early days to gauge the increase in viewership post the launch of Night Shift (timed to wean adults away from soaps and thrillers on mainstream channels), she says the channel currently reaches between 12 to 15 million Indian households.

Announcing the details of ‘Toon Cricket 2002’, Govindan said that the three-hour match will be held at the Andheri Sports Complex on 24 February. Beverage conglomerate Pepsi is the main sponsor. The co-sponsors are Solana, Colgate, Cadbury Gems, Boost, ACT II Popcorn, TI Cycle’s. Positioning as a highly interactive event, she said that cricket was chosen because today’s cricketer’s are role models for aspiring youngsters. The initiative is targeted at kids as well as the young at heart. The tagline is ‘It’s a mad game but soomeone’s got to play it’. The network hopes that it will make audiences as well as rival channels aware that the toons seek a larger slice of the action pie.

In a move inspired by the ESPN Star Sports show ‘Super Selector’ the channel invited toon addicts to be ‘Super Selectors’. The channel claims that thousands of entries were received in a contest to decide who the captains should be and 450 winners will be given passes to the event. Elaborating further on the strategy, Govindan said that the aim is to blur the line between the real world and the toon world. To achieve this the rules of the game have been tweaked to make it unusual and refreshing. The tie-up with Pepsi involves hoardings where cricketers who appear in the cola’s ads give hilarious tips to the toons.

February 5, 2016
Disney coming? Cartoon Network believes localisation gives it the edge

2002 will be the year of intensified localisation for kiddies’ channel Cartoon Network.

Govindan – Cricket to reward viewer loyalty
The channel that started going desi in February 2001, managed to climb to the number two position in the Hindi market in the 5 – 9 pm band by December (close on the heels of Star Plus), according to VP, marketing and PR Hema Govindan. The rapid rise in rankings is due to local acquisitions like Pandavas and Sinbad, bought from Pentamedia Graphics, which have paid off handsome ratings and Govindan sees the channel going in for more Indian folklore in animation. “Not just Indian stories, we are looking at acquiring animation from Japanese studios too, which are creating shows whose essence appeals to Indian sensibilities”, she says.

The channel is shifting gears to cope
with the imminent entry of Disney, although Govindan insists that some competition would only keep Cartoon Network fighting fit. In the last few months, the channel revamped its programming franchises and taken a whole new look at promotions, which too have received a dose of localisation. That the channel is not sparing any efforts to maintain viewer loyalty and phenomenise toon characters is clear from the massive promotion that accompanies its second Toon Cricket event in Chennai and Mumbai this year.

Although Govindan is reluctant to put a figure on the huge promo blitz, she admits it is ‘massive, probably the largest in scale for the year.’ Apart from the hoardings and the ads on FM and local cable channels, there will be a ‘toon mobile’, a 17-foot open float depicting cricket net sessions that will move through the cities, with toon characters in tow, handing out passes in schools and entertaining the younger generation. Besides, the channel has run a contest for selecting the teams and will be flying down five children from their home towns to watch the match live.

The channel’s Night Shift, launched in November is targeting an entire new viewership comprising teens and young adults. Not surprisingly, the move has widened the channel’s ad client base, with clients like Gili’s diamonds entering into tie-ups for Valentine’s Day packages. While Govindan says it is early days to gauge the increase in viewership post the launch of Night Shift (timed to wean adults away from soaps and thrillers on mainstream channels), she says the channel currently reaches between 12 to 15 million Indian households.

Announcing the details of ‘Toon Cricket 2002’, Govindan said that the three-hour match will be held at the Andheri Sports Complex on 24 February. Beverage conglomerate Pepsi is the main sponsor. The co-sponsors are Solana, Colgate, Cadbury Gems, Boost, ACT II Popcorn, TI Cycle’s. Positioning as a highly interactive event, she said that cricket was chosen because today’s cricketer’s are role models for aspiring youngsters. The initiative is targeted at kids as well as the young at heart. The tagline is ‘It’s a mad game but soomeone’s got to play it’. The network hopes that it will make audiences as well as rival channels aware that the toons seek a larger slice of the action pie.

In a move inspired by the ESPN Star Sports show ‘Super Selector’ the channel invited toon addicts to be ‘Super Selectors’. The channel claims that thousands of entries were received in a contest to decide who the captains should be and 450 winners will be given passes to the event. Elaborating further on the strategy, Govindan said that the aim is to blur the line between the real world and the toon world. To achieve this the rules of the game have been tweaked to make it unusual and refreshing. The tie-up with Pepsi involves hoardings where cricketers who appear in the cola’s ads give hilarious tips to the toons.

February 5, 2016
JWT gets GRT’s jewellery account too

MUMBAI: WPP‘s creative agency network JWT‘s Chennai office has won the mandate for developing communication for the jewellery business of the GRT Group. This win is a consolidation for the agency, which also handles the Group‘s hotels business.

JWT Chennai‘s portfolio of clients includes MRF, Univercell, GRT Hotels, Tamilnadu Mercantile Bank, TI Cycles, Dalmia Cements and Renuka builders.

The GRT group is one of the largest jewellery retailers in Tamil Nadu and is fast expanding into other states in the South.

“They wanted a communication partner who has both a pan India presence and a good understanding of the jewellery consumer. JWT with its strong network presence and a deep understanding of the jewellery consumer thanks to its long association with world leaders like DTC was the ideal choice,” a statement from the agency said.

November 16, 2012
TI Cycles enters into licensing tie-up with Nick

MUMBAI: Murugappa Group-owned TI Cycles has entered into a licensing deal with kids broadcaster Nickelodeon India to launch new range of bicycles and tri-cycles for the Indian market.

The products are designed around two of Nickelodeon‘s popular characters, Ninja Hattori and Dora the Explorer.

Kids can choose between eight different variants with specialized features priced between Rs 6900 to Rs 8000. The collection will be available across 200 plus BSA Hercules exclusive outlets in the country.

Tricycles tor the 2-4 year old fans will also hit markets soon.

Viacom18 Media Sr. Vice President – Consumer Products & Communications Sandeep Dahiya said, “Cycling has always been one of kids‘ favorite pastimes. We are happy to partner with TI Cycles to create an exciting range of bikes and trikes, which now makes it possible for kids, to ride with their favorite Nickelodeon characters – Dora the Explorer and Ninja Hattori.”

TI Cycles has successfully established a chain of exclusive retail outlets for their brands BSA and Hercules across the country. BSA Champ, from TI cycles of India caters exclusively to kids.

TI Cycles GM marketing and retail Rajesh Mani said, “We are very happy to join hands with Nickelodeon which is an extremely popular kid‘s channel. Both the characters, Ninja Hattori and Dora the Explorer enjoy tremendous fan following amongst the kids. So with the exciting toons and our forte in the bicycle segment, we are sure the cycles will sell like hot cakes.”

October 12, 2012