Lowe Lintas wins the creative mandate of TI Cycles

The agency has been appointed as AoR for all the brands of TI Cycles, including BSA, Hercules and Montra

BestMediaInfo Bureau | Mumbai | March 31, 2015

Lowe Lintas' Chennai office has won the creative duties of TI Cycles. The agency would be handling the creative mandate for brands including BSA, Hercules and Montra.

Arun Alagappan, President, TI Cycles of India, said, “We have appointed Lowe Lintas as our AoR for all our brands and are excited to start working with the team. Lowe Lintas brings proven strategic and integrated marketing expertise that will help us build a strong communications platform to deliver innovative creative work that will resonate with our customers and help us stand apart in the rapidly evolving marketplace.”

The agency informed that the immediate task for the agency would be to provide a fresh impetus for BSA Ladybird, a cycle for girls.

GV Krishnan

Commenting about the win, GV Krishnan, President, Lowe Lintas Bangalore, said, “We are delighted to have been appointed as brand custodians by Chennai-based TI Cycles. Our immediate effort will be to give fresh impetus and emotional depth to BSA Ladybird, a cycle synonymous with the joy of growing-up years. Today's tweens and teens are a huge consumer constituency and are unique in many ways. It will be a great experience to create communication that will appeal to this consumer segment.”

“Soon we will also work on other TI Cycles assets such as BSA Workouts and Track and Trail,” he added.

Rajesh Ramaswamy

Speaking about the appointment, Rajesh Ramaswamy, ECD, Lowe Lintas, said, “Cycles were a not-so-cool thing some years back. Now, cycles are a statement. It's about being fit. Being environmentally conscious. It talks a lot about the person. His thinking. Unfortunately, this is still not being portrayed in communication. It's not a passing trend. It's something that's here to stay. Also, even design wise, cycles are much more stylish now. Time we made some ads that are as cool.”

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