Ultra Motor Company (UMC), the UK-based electric vehicle company, is on the lookout for a media agency for its electric two-wheeler account in India and has called for a pitch. Sources close to the development have pegged the account size in the region of over Rs 25 crore. In 2007-08, the media duties for Ultra Motor India were handled by Initiative Media, and the total media spend was around Rs 16.8 crore.
Capital Advertising is handling the creative duties for Ultra Motor India.
This year, the company, post its disengagement from Hero Exports, has aggressive plans for its electric two-wheeler business in India. Ultra Motor has set a target of 60,000 units for 2008-09 and plans to increase the number of dealerships across India from the existing 150 to 275, thereby ensuring a pan-India presence.
In order to achieve its targets, UMC, has earmarked Rs 25 crore towards marketing communication and media spends and is soliciting pitches from media agencies, which handle non-competing businesses.
Elaborating on the pitch, Deba Ghoshal, Director, Marketing, Ultra Motor India, said, “Though a new category, electric two-wheelers have shown a positive growth in 2007-08. We aim to establish ourselves as leaders in the category by bringing in exciting products with superior technology. We are looking at eager communication partners who share our vision of growth for the category and our brand.”
In FY08, UMC went through different stages in its brand architecture, from being a technology provider towards being an independent brand in itself. In 2007-08, under a technical collaboration cum joint marketing agreement, UMC was promoting the ‘Hero Electric - Ultra Powered’ brand of electric two-wheelers. Post disengagement, UMC has gone independent and is marketing its Ultra Motor brand of electric two-wheelers.
The electric scooters launched by Ultra Motor run at one-tenth of the running cost of conventional petrol driven two-wheelers with a maintenance cost of two-third of a conventional two-wheeler. The price of running an electric two wheeler works out to be a mere 10 paisa per km, which is just the cost of charging the battery.
While continuing with its present high speed electric scooter Velociti, the company has also launched its new high range electric scooter Marathon, which claims to deliver a range of up to 100 km on a single charge.