Top Story


Home >> Advertising >> Article

Force Gurkha awards business to Triton

Font Size   16
Force Gurkha awards business to Triton

Triton Communications has been awarded the strategy, creative and media mandate for Force Gurkha, the latest offering from Force Motors.

Slated to launch in April 2013, Force Gurkha will be the first vehicle in its class to offer Diff Locks, Higher Ground Clearance and a Snorkel Intake to manoeuvre snow, sand, mud slush, mountains and comfortably drive through water, said an official release.

According to Prasan Firodia, MD, Force Motors, “There is a lot the vehicle can do compared to the others in its class. It is not an urban four wheel drive. It is tough, rugged and meant for those who drive where roads do not exist. Besides the off-roading enthusiast, this vehicle will be extremely useful in tea/coffee plantations, mines, construction sites, combat situations and a lot more.”

From the days of the generic ‘Jeep’, the category has witnessed a lot of activity. Over the last decade, there have been a slew of launches in utility vehicles across price points and capabilities. They have rapidly captured the market due to their multifarious use.

Renton D’Sousa, CEO and NCD Triton said, “To me the Force Gurkha is ‘The Off-Roader’ for the ‘Off-Roader’. It fills the gap between the driver’s expectations and the on-ground capabilities of the other 4X4 vehicles. The Force Gurkha is a 4X4 that can outmanoeuvre any season or terrain. Hence it is a 4X4X4. I call it the ‘Extreme Off-Roader Vehicle’.”


Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions

Perfumes are invisible and these new ads from Skinn create a story out of this

New campaign aims at first-time users by providing ‘first-night free’ – a first-ever offering by the brand on online hotels booking