The mandate for Clea PR includes development of marketing and PR-led initiatives, corporate image management, financial stakeholder management, brand tracking, competitive monitoring and analysis, crisis management and handling of various sports management initiatives.
On the decision to change PR agency, Cecil Dewars, vice-president, corporate communications at TVS Motor said: "Having separated from joint-venture partner Suzuki, TVS had to go on high gear and establish itself as a major player in the two-wheeler industry in India. We therefore needed an agency with national representation backed by professionals with great resources and acumen to deliver the objectives within the time frame that was set by the management."
With the joint venture with Suzuki Motor Corporation in 1983, TVS-Suzuki became the first Indian company to introduce 100-cc Indo-Japanese motorcycles in September 1984. The two companies parted ways in September 2001.
According to Clea PR managing director Vinod Nair, no formal pitch was conducted by the client, although during the period in which TVS were on the look out for a new agency, other consultancies did approach and make presentations.
He cited Clea's previous experience in handling brands such as Coca-Cola, Smirnoff, Philips and Monsanto (which were presented as case studies) and references from clients, too, that clinched the account.
On the challenges of the new assignment, he said: "The category of two-wheelers is characterised by intense competition and tremendous product obsolescence through technological and technical innovation. This category is a beehive of activity."
Currently, Clea PR has a team of nine people working directly on the account.
"Tracking and monitoring the activity of competition, providing counsel on the state of the market, collating consumer insights, managing the brand image through media relations, providing support in the highly competitive racing arena are all challenges which we are working on," he added.