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OMD Chennai appointed digital agency for TI Cycles’ performance biking division

15-June-2010
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OMD Chennai appointed digital agency for TI Cycles’ performance biking division

Following a three-way pitch process, OMD Chennai has been appointed the digital agency for Track and Trail, the performance biking division of TI Cycles India. Besides OMD, Mindshare and Ignitee Digital Solutions were also part of the pitch process.

Confirming the development, Jayagopal C, Senior Manager - Retail Operations & International Business, Tube Investments of India, said, “We were impressed by the strategic direction OMD provided and the way they went about it. This is a new platform and the consumers of these products are on the Internet most of the time and share lot of information online.”

OMD Chennai officials were not available for comment at the time of filing this report.

TI Cycles, a leading bicycle manufacturer and part of the Murugappa Group, had launched its super premium range of bikes in March 2009 to meet the needs of those who cycle for adventure in rough terrains as well as those who cycle for recreation or fitness.

The super premium bikes are priced between Rs 17,500 and Rs 2 lakh and are sold through the exclusive Track and Trail outlets. The company has partnered with two international bike manufacturers – Bianchi of Italy, and Cannondale Bicycle Corporation of the US – to bring these products to India.

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