T.I. Cycles of India introduces a new range of MTB (Mountain Terrain Bikes) with Turbo Drive. In a related development T.I. has signed up Yuvraj Singh, celebrity cricketer, to introduce the new range.
A nationwide television campaign featuring Yuvraj Singh on Hercules MTB cycles with Turbo Drive would be breaking across across all popular channels on in the coming week.
"The new range of MTB bicycles with Turbo Drive, which stands for speed and power, the traits that perfectly blend with ace-cricketer, Yuvraj Singh." Said G Hari, President, T.I. Cycles. He further explained as to why Yuvraj has been chosen as the brand ambassador "Yuvraj is unequivocally the most passionate fielder on the cricket field. He displays amazing power and speed on the field. Therefore, it was only befitting that he endorses the new range of Hercules MTB products with Turbo Drive." embarked Hari.
Hercules MTB Bikes with Turbo Drive are different from all other ordinary cycles ass T.I. uses a technically advanced low friction chain wheels and cranks that are up to 25% heavier than other ordinary chain wheels and cranks.
"Special Cycles account for nearly 40% of the Indian cycle market. This market largely caters to both small kids in the 3-8 age group as well as the other older kids in the 8-15 bracket- both in the semi-urban markets. 8-15 year old largely prefer Mountain terrain bikes which are popularly known as MTBs. These cycles can be recognized by their wider tread tyres and stylish looks. Consumer Preferences over the years has been changing from sleek bikes to tough and rugged looking bikes. We at TI believe that it is this segment which will be the growth driver in the years to come. We at TI are committed to growing this segment with better products and more acceptability across the country." shared Hari.
For TI Cycles Mudra, Chennai, will look at the creative for the forthcoming and Mindshare has just bagged the media account for TI Cycles.
TI sold close to 30 lac cycles last year and about and about 8 lac MTBs last year i.e., with high growth yield planned for the current year. TI cycles has about 30% market share in the cycle market and Hero is closest competitor. God, Yuvraj and Irfan will compete with each other for a cycle. The targeted customer for MTB's kid in the age group of 8-15 years. The main focus areas for TI cycles is in the speacialist market, in which it is a market leader with over 50% of the market share in the segment.
TI has a stern piece of advise from our media friends. Anisha Motwani, vice-president, Euro RSCG shared her expertise. "I have always believed that if the communication idea comes out of a relevant consumer insight than a celebrity only adds to the communication because they help in breaking the clutter." said Motwani. She was a step ahead in saying that if Yuvraj is used as a celebrity with no link, no empathy and no connect with the consumer, it is a sheer waste of attempt." comments Motwani.
Anita Nayyar, Executive Director, Starcom(East &North) believes that if TI has hired Yuvraj in the given category, where lots of film stars and cricketers are endorsing various brand it would help to get the share of mind of the right audience. Nayyar adds that TI's media plan should specifically target the buyers which are youthful and fun loving. Yuvraj, who himself adds a lot of fun element to the brand will attract the youth for which the cycle will be used."
Yuvraj, who is associated with other brands like Pepsi, LG and we will have to wait and watch on how well Yuvraj can pedal TI cycles.