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TVS Motors appoints McCann for creative duties of forthcoming brand

26-July-2005
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TVS Motors appoints McCann for creative duties of forthcoming brand

TVS Motors has decided on the agency that will take care of the new bike that it plans to launch soon. Following a multi-agency pitch, McCann Erickson has bagged the assignment. The agencies in the fray, apart from club agencies McCann Erickson, Saatchi & Saatchi and Temple, were Rediffusion DY&R, Everest and Orchard Advertising. The media duties continue to lie with Madison Media. Industry sources peg the account in the region of Rs 10-12 crore.

Various details including the name of the product have not been firmed up yet, but the company’s Senior Manager, Peter Jacob, informed that TVS decided to sign on a creative agency at this stage so that they could be a part of the brand right from the inception stage. Jacob is tight-lipped about the ad budget of the new product but TVS’ spends on its other brands have always crossed the Rs 10- crore mark. The group’s aggregate media spend currently is in the region of Rs 80 crore.

Commenting on the appointment, Jacob said, “McCann is one of the agencies that are already working with us for our creative requirements. With this, they will also take care of this next assignment.”

Now, in addition to TVS Star and Scootie, McCann will handle the new product. Presently, Saatchi & Saatchi handles Victor, and Temple (the agency created by the team that moved out of O&M) takes care of Centra.

On the account win, Dileep Ashoka, VP & GM, McCann Bangalore, said, “Getting any new business is a fabulous feeling. An added dimension in this case is that it comes from an existing client. In a pitch scenario one is always a little unsure. However, what makes this all the more special is the fact that a client who has a large part of its business entrusted to us, is reposing faith by assigning this project to us too."

Ashoka added, "As clichéd as it may sound, it was a question of strategy and creative that came together. There were a lot of elements in the brief, but we ignored some that we thought to be premature to answer right away. So, primarily we presented only one campaign. We were okay with the consequences of not presenting options. This is one of those cases where we knew this is something strong we have.”

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