BSA Motors, a business unit of Tube Investments of India (TII), has launched five models of BSA eScooters. The company has assigned its creative duties to JWT. The size of the business is estimated to be over Rs 10 crore. Mindshare continues to handle the media duties for the entire TII Group, which is part of the Rs 9,582 crore Murugappa Group.
The company has also roped in south Indian actor Tamannah as its brand ambassador.
The e-Scooters are targeted primarily at the 14-21 age group and an extended TG of 14-30 years. The USP of the product is convenience and affordability, which the communication will undertake. The eScooters are easy to operate and light in weight. Being battery operated, the running cost is low and makes the vehicles eco-friendly too. Keeping in mind its young TG, the company plans to launch a huge digital initiative to capture this age group, besides print and TV campaigns.
M M Murugappan, Chairman, Tube Investments of India, said, “We see our entry into the electric two-wheeler market as a logical extension of our current business – from bicycles to electric two-wheelers. Currenty, eScooters is a Rs 450 crore market in India and the industry is expected to double in a year’s time. BSA’s foray into the eScooters category helps us to expand our portfolio in the two-wheeler market.”
Arun Alagappan, Senior Vice President, BSA Motors, added, “BSA Motors, a Strategic Business Unit, was consciously formed to ensure focus and attention to the growing eScooter market in India. The BSA marketing team is constantly tracking leading style and fashion trends among the youth and their way of life. Hence, care has been taken on every aspect of the marketing mix to suit it to the target group.”
The initial focus for the eScooters is South India, but starting April 2009, it will be available pan India. The expansion would be complete by March 2010 and dealer network set across India for the product.
The five models of the BSA eScooters include – Smile, Diva, Street Rider, Roamer and Roamer+. BSA Motors has carried out extensive market research to understand customer preferences in terms of features, colours, graphics and product names. The products have been specifically designed to suit Indian conditions. Every model has gone through extensive tests and validation to suit Indian road and weather conditions.