Iconic British motorcycle manufacturerTriumph Motorcycles has taken their first step into the Indian market by roping in Eulogy! India as their PR and communications partner. The UK-based brand is all set to enter the Indian market in the coming months. As part of the mandate, the agency will develop and handle strategic communications for Triumph’s entry into the Indian market.
Eulogy! India was chosen following a competitive pitch where a number of leading agencies from across India were shortlisted. In addition to strategising and generating coverage, the agency will also be responsible for building the brand preference within the digital space.
Commenting on the development, Ashish Joshi, Managing Director (India), Triumph Motorcycles, said, “India is the second largest two-wheeler market in the world and we see our entry here as the next step in our global business model. It was thus, imperative for us to have the right associates on-board. During the entire pitch process, we were very impressed with Eulogy’s approach, strategic thinking, innovative ideas and overall commitment to the brand. We look forward to a rewarding association with them.”
On winning the account, Rohan Srinivasan, Director, Eulogy! India, said, “Triumph Motorcycles is an iconic brand and I am delighted that they have chosen us as their PR partner. From the company’s rich heritage to exceptional design, combined with outstanding engineering, the brand has provided a true riding experience to millions across the globe. With this in mind, our objective from the outset will be to establish Triumph as a leading brand in the market whilst also establishing brand recall amongst target consumers.”
He further said, “We pride ourselves on being a ‘creative’ agency and coming up with out-of-the-box solutions to get our clients the necessary PR mileage. Besides media relations, it is important to look at other aspects too. Moreover, we also believe that we won the pitch because of our teams experience in the auto sector. We have worked with some well-known auto clients in India in the past. We will provide a 360-degree strategy for Triumph and at present, are in the process of strategising as to how best to take it forward.”
The agency’s conversations with Triumph began when the brand’s entry into India was officially announced in June 2011. Eulogy!, which opened its office in India May last year, has over the past 15-16 months worked with some big brands in India such as United Spirits, Arvind Ltd, Omega Watches, Jose Cuervo (Tequila), Mouthshut.com, UB City Mall, and Flying Machine.
Srinivasan, who had worked with the head office of Eulogy! in London till 2010 before moving back to open the Indian arm of the agency here, shared, “We have a fairly strong UK connect as we are headquartered in London. We bring in the same culture and ethos from the way we think, exceptional levels of serviceand great results. In the UK, our client list includes Royal Mail, Panasonic, Becks, and Virgin Mobile, among many others. We also have some fantastic names in our portfolio in India too. It is great to see the confidence that Triumph hashad in us as an agency despite established agencies being around.”
According to Eulogy! India, their expertise is not linear or related to a particular industry or segment. At present, the categories they handle range from Hospitality, Auto, Lifestyle, Pharma, to Retail. The agency has six offices – Delhi, Mumbai, Bangalore, Hyderabad, Ahmedabad and Kolkata.