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Lowe Lintas Chennai wins creative mandate of TI Cycles

MUMBAI: Lowe Lintas Chennai has won the creative mandate of TI Cycles.

The agency will be handling the creative mandate for popular brands including BSA, Hercules & Montra.

The immediate task for Lowe Lintas Chennai will be to provide a fresh impetus for BSA Ladybird, a cycle that’s been a favourite of the young female populace that own it.

Lowe Lintas Bangalore president GV Krishnan 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.”

Established in 1949, TI Cycles has come up with new trends in line with evolving consumer needs. With a vision to be the most preferred brand in fitness, recreation and personal mobility solutions, TI Cycles always strives to give customers not only a bicycle but a lifetime experience.

TI Cycles of India president Arun Alagappan 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.”

Adding further, Krishnan said, “Soon we will also work on other TI Cycles assets such as BSA Workouts and Track & Trail.”

Lowe Lintas ECD Rajesh Ramaswamy added, “Cycles were a not so cool thing some years back. Now cycles are a statement. It’s about being fit. It talks a lot about the person. 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.”

TI Cycles of India is a part of Rs 243 billion Murugappa group. TI Cycles is the only bicycle manufacturer with three brands- BSA for the comfort end of the market, Hercules for the rough and tough end of the market and Montra for the top end of the market.

Apart from a 2500 dealer network, TI Cycles came up with its retailing format for marketing its brand of cycles, fitness equipment and accessories. BSA Hercules Exclusive, Rural Hercules BSA Store, Hercules BSA Zone, BSA Workouts, Track & Trail for Premium Performance Bikes and Montra SIS are five formats, which provide the customer a satisfying and value for money experience.

TI Cycles has plants at Chennai, Nasik and Noida, warehouses at Guwahati, Durgapur, Patna and Cuttack and regional offices, through which it serves it nationwide 2500 plus dealer network.