Triton bags Force Gurkha account of Force Motors

Force Gurkha will be the first vehicle in its class to offer diff locks, higher ground clearance and a snorkel intake to manoeuvre snow, sand, mud slush, mountains and comfortably drive through water

BestMediaInfo Bureau | Delhi | March 5, 2013

Triton Communications has been awarded the strategy, creative and media mandate for Force Gurkha, the latest offering from Force Motors, Pune. From the days of the generic Jeep, the category has witnessed a lot of activity. Over the last decade, there has been a slew of launches in Utility Vehicles across price points and capabilities. They have rapidly captured the market due to their multifarious use.  These vehicles are of two kinds – Sport Utility Vehicle (SUV) and Multi Utility Vehicle (MUV).  As much as they compete with each other on comfort, power and capabilities, none of these vehicles is an off-roader in the true sense of the word.

Slated to launch in April 2013, Force Gurkha will be the first vehicle in its class to offer diff locks, higher ground clearance and a snorkel intake to manoeuvre snow, sand, mud slush, mountains and comfortably drive through water.

Prasan Firodia, MD, Force Motors, said, “There is a lot the vehicle can do compared with the others in its class. It is not an urban four-wheel drive. It is tough, rugged and meant for those who drive where roads do not exist. Besides the off-roading enthusiast, this vehicle will be extremely useful in tea/coffee plantations, mines, construction sites, combat situations and a lot more. “

Renton D'Sousa

Renton D'Sousa, CEO & National Creative Director, Triton, said, “To me Force Gurkha is the off-roader for the off-roader. It fills the gap between the driver's expectations and the on-ground capabilities of the other 4x4 vehicles. The Force Gurkha is a 4x4 that can outmanoeuvre any season or terrain. Hence, it is a 4x4x4. I call it the 'Extreme Off-Roader Vehicle.'”

Sandeep Srivastava, Group Business Director at Triton, commented, “Creating a new category has its challenges. Backed by sustained and substantial media investment, SUVs have projected themselves as hardcore mud pluggers. Rather than negating their claims to bring alive the fact, we will build the brand on a paradigm unheard of, but completely true to the product and its amazing capabilities.”
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