Following the multi-agency pitch, Pune-based automaker Force Motors has decided on its new creative partner. Lowe Lintas has been assigned the creative mandate.
It is learnt that three agencies were in talks with the Pune-based automaker. Triton Communications was the incumbent agency. Though no official confirmation was forthcoming at the time of filing the report, sources close to the development have confirmed the win.
As per media reports, in November 2010, Force Motors had planned to develop an all new SUV as an entry level vehicle in this growing segment. Established in 1958, Force Motors had been manufacturing vehicles for the semi-urban and rural market till they shifted their focus to mainstream auto industry.
It may be recalled that in July 2010, Force Motors had roped in actors Salman Khan and Sohail Khan as brand ambassadors and had featured them together for their campaign. The campaign was created by Triton Communications for unveiling Force Motors’ new entrants to the small commercial industry – Trump 15 and Trump 40.
Now, with its plans to foray into the SUV segment, the Pune-based automaker is hoping that it will achieve the success that Mahindra & Mahindra saw with the Scorpio. With that in mind, Force Motors has roped in British firm Lotus Engineering, a renowned name in the auto industry, to take care of the handling and riding part of the SUV.
Force Motors’ creative biz up for grabs
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