The Publicis Groupe agency beat Lowe, Saatchi & Saatchi, JWT and Ogilvy & Mather for the business. The new campaign will include print, TV, outdoor and events. In India, the advertising business is divided between Saatchis and McCann Erickson. "Extensive research is being conducted in order to better understand the target consumers and the best way to reach them," said Sulchana Puri, general manager, Leo Burnett Kreasindo.
"Currently, the market is dominated by Japanese brands, and the mindset of the consumers is skewed to the benchmarks of quality, technology and service networks laid down by these brands. Communication in this category is driven by celebrity endorsements, (relying) heavily on upgraded product features. Thus, we have a real opportunity to stake our claim on unexplored territory."
TVS is one of India's largest manufacturers of two-wheelers. The company hopes to tap the Asean market, with plans to set up a manufacturing plant in Indonesia. The new plant is expected to commence production in the last quarter of the year.
Burnett Kreasindo wins Indonesia task for TVS
India's third-largest manufacturer of motorcycles, TVS Motors, has appointed Leo Burnett Kreasindo to handle advertising for its launch in Indonesia.