Brand News

Dentsu WebChutney Bags TI Cycles’ Digital Mandate

By AdAge India Bureau, Published on May 9, 2016, 01.41 PM IST

Dentsu Aegis Network's digital agency, Dentsu Webchutney has won the digital mandate for TI Cycles following a multi-agency pitch after contending against 8 other agencies. As part of the mandate, the agency will take care of all the accounts of TI Cycle brand including BSA, Hercules and Lady Bird.

TI Cycles, the brand that has been providing a range of bicycling experiences to the country since 1949 with a variety of ranges including - Hercules, Lady Bird, Turbo Drive, BSA, Roadeo, now aims to work with an agency that could help the brand strengthen the communication for all its offerings.

The mandate consisted of ensuring that each brand reaches to its audience along with bringing their stories to the world while keeping the product relevant and at the centre of the conversation.

Commenting on the occasion, Rajesh Mani, Head - Marketing & Retail, TI Cycles, says, "In this ever changing field of digital marketing, being dynamic and agile are key for our brands to remain top of mind and actively engage with consumers. Dentsu Webchutney has shown with their pitch and track record that they have the thinking and the team to help our brands consolidate their position as industry leaders on the digital front."

To which, Gaurav Soi, Executive Vice President, Business Development, Dentsu Webchutney adds, "We are honoured that the team at TI Cycles have entrusted us with the digital mandate for their brands. As their partners, we are looking forward to developing work across digital platforms that will assist in consolidating their brands as industry leaders."

Commenting on the win, Gautam Reghunath, Vice President, Dentsu Webchutney Bangalore said, "It's been a great 12 months for us at Dentsu Webchutney Bangalore and we've now entered phase two of our Bangalore chapter. With TI, we enter the cycling and fitness space at a very interesting time. The company has an interesting mix of both legacy and modern brands under its wing and we look forward to staying true to its vision of being at the helm of India's fitness journey."

The account will be handled from Dentsu Webchutney's Bangalore office. For the record, TI Cycles is part of the Chennai-based multi-industry magnate Murugappa Group. Dentsu Webchutney has made a mark in telling engaging stories and marketing strategies for brands like Flipkart, Red Bull, Airtel among others.