Ralco Tyres, a leader in the bicycle tyre market in India, is planning to increase its market share in the two-wheeler automotive tyres space. The company will be rolling out a mass communication campaign to take on the competitors in the same category and has roped in Hammer Communications to take charge of the creative duties for the brand. The annual expenditure on the brand would be approximately Rs 15 crore.
The decision comes in the wake of a multi-agency pitch which saw participation from agencies like Pickle Lintas, Crayons, Triton Communication, and BEI Confluence, besides Hammer Communications.
Confirming the news to exchange4media, Yogeshwar Sharma, Deputy General Manager, Advertising & PR, Ralco Tyres, said, “We have entrusted Hammer Communications as our creative partner to handle all the work for Ralco brand from now on. This is the first time we have hired a professional advertising agency to work with us. The brand strategy and creative presentation made by Hammer stood out, which gave them a unique edge over other competing agencies.”
Sharing the vision for Ralco, Sharma added, “Ralco has been a market leader in the bicycle tyres category and we now plan to take on the leaders in the two-wheeler tyres space. The vision is to increase market share, expand the distribution network and penetrate into small cities. Our products are adequately priced with great quality; with new communication we aim to reach out to a much larger audience. We would invest hugely in ramping up our distribution network as well.”
Ralco would focus on television, outdoor and print medium to begin with, Sharma divulged.
For the record, Ralco Tyres is owned by Ludhiana-based Ram Lubhaya and Sons Ltd (Ralsons). Ralsons is one of India’s largest companies in the field of bicycle and automobile tyres, tubes and bicycle components. The company also exports its products to Europe, South & Central America, South East Asia, Gulf, the Middle East and Africa.