The 50-second television campaign is aimed at the dominant demographic urban youth segment
Ananya Saha | Delhi | July 5, 2012
Metro Tyres, manufacturers and exporters of two-wheeler tyres, has unveiled a new logo along with a new 50-second television commercial. The new identity is designed to profile Metro as a company that understands youth aspirations and reaches out to young people, India's dominant demographic segment.
Rummy Chhabra, Managing Director, Metro Tyres, said, “Our new visual identity consists of a redesigned name 'Metro' to represent motion and speed. Complementing the logo, our advertisement campaign is a story of transformation – from a child to a youth. It reflects who we are today, and the company we aim at becoming tomorrow.”
The brief to the advertising agency, Prominent Advertising, was to create a message keeping in mind the younger generation and their purchasing behaviour. The 50-second ad is currently on-air. According to S Balakrishnan, Managing Partner of Prominent Advertising, the campaign would run for over two-three weeks across all mainline channels. “The usage of other media, including print, would be determined post this phase,” he said.
For the record, Prominent Advertising has been the creative agency for Metro Tyres for over 20 years.
Chhabra informed that the adspend would be in the range of Rs 8-10 crore on the new campaign. With a market share of 24 per cent, Metro Tyres is aiming at a turnover of over Rs 1,000 crore in the next two years.
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