Ultra Motor Company of UK, which has announced its entry in the Indian market, has appointed Capital Advertising as its creative agency. The PR mandate has gone to PR Pundit. According to informed sources, the advertising and marketing spend of the business is worth upwards of Rs 15 crore.
With the vision of being the country's pioneering Electric Vehicle (EV) solutions provider, the company is targeting India and other countries in the subcontinent to launch its unique, patented, PMDC Electric Motor technology towards the last quarter of this year.
The creative agency was selected on the basis of their understanding of the category and saw presentations by one more agency. For the PR account, Ultra Motors had called for proposals from three PR agencies and PR Pundit was shortlisted after two rounds of presentations. While the PR firm was finalized last week, the advertising agency was finalized in mid-May.
Deba Ghoshal, Director-Marketing, Ultra Motors, said, “We are proud to have these strong additions to our team. PR Pundit brings along good experience in handling new, evolving categories, and their positioning recommendation for the EV category in general and Ultra Motors in particular was very ambitious. Capital brings to the table a good understanding of the category and the relevant target market, and their strength in strategic planning was clearly beneficial for an evolving product like ours.”
Ghoshal further explained, “While our mass-media activities will gain momentum in the last quarter of 2006, both the agencies will be involved in the pre-launch development work till September 2006. Being a new category it requires a great amount of de-bugging. October 2006 onwards, post our commercial launch, we will be involved in building up the EV category and the brand through marketing communication initiatives.”
H.V. Subramaniam (Prasad), Director, Capital Advertising, said, “Ultra Motors is a great example of how new technology can create a great value for the consumer. In the current Indian context, it's a wonderful opportunity and the challenge of creating a new category is always exciting.”
Sharing her enthusiasm, Archana Jain, Director, PR Pundit, commented, “The multi-faceted objectives of creating a brand based on a completely new benefit, and shaping a category based on a completely new technology, will be indeed very exciting. We look forward to being an integral part of this challenge.”
For the record, Ultra Motors was formed in 2002 to develop and commercialize a patented permanent magnet -- DC (PMDC) electric motor technology. The company is now targeting India and other countries in the Indian subcontinent to launch this technology. The two-wheeler electric vehicle being developed by UMC is expected to herald a major change in the way the Indian consumers perceive and use two-wheelers.
UMC will launch its ‘Ultra-Motors’ in the high-volume scooter and bicycle business in India with contract manufacturing partners and OEM partners.