Top Story


Home >> Marketing >> Article

TI Cycles adopts fresh brand building strategy

Font Size   16
TI Cycles adopts fresh brand building strategy

TI Cycles, a Rs 470-crore unit of Chennai-based Tube Investments of India, makers of popular brands Hercules and BSA, is adopting a new brand building strategy wherein the ad campaigns will focus on the features of the products.

The brand building initiatives would be supplemented by heavy on-ground activities like sponsoring of cycling events. G Hari, President, TI Cycles, says the latest Hercules ad, featuring cricketer Yuvraj Singh is the first step towards achieving the objective. Besides this the company will be sponsoring all the national cycling events that are hosted by Cycling Federation of India. In addition to organising five national cycle championships, the company at present is spending around five per cent of its annual turnover on advertising and around Rs 1.5 to 2 crore will be spent this year on the ground events as well, he informs.

The cycle market in India is estimated at Rs 1,500 crore. As per Hari, there are four major players - Hero, Atlas, Avon and TI Cycles. Out of these, TI Cycles brand Hercules, with an array of products, from the Mountain Terrain Bike (MTB) and Lady Bird to the Sports Light Road (SLR), contribute significantly to the 30.5 per cent marketshare the company holds. TI Cycles is targeting a 10 per cent increase in both its annual turnover and marketshare this fiscal. Increased focus on ground activities will act as a buffer, says Hari. "We exported 33,000 cycles last year; this year, we'll sell over one lakh Hercules and BSA cycles to Middle East and Africa," he adds.


NP Singh, CEO of Sony Pictures Networks India, talks of SPN’s growth drivers, pay wall for content, sharing IP and more…

The future of the industry will be 1:1 advertising as traditional channels, like television, become more addressable: Bryan Kennedy, Epsilon

The Founder of Pocket Aces shared his insights on how the consumption of content has evolved and how digital media is growing as the preferred medium of entertainment.

The production house has already established itself as the leader in the non-scripted genres. However, Rege now wants Endemol to achieve the same in the original scripted zone and film production

A look at the South Indian movies which boosted the viewership of certain channels in week 45 (November 4-10)

The Indian advertising industry currently stands at Rs. 56,398 crore, predicted to grow at a rate of 14 per cent by 2017

Naidu also talks about the ushering in of a new era of digital payments and says this is just the beginning and there’s lots of space for newer players to step in and evolve