The Publicis Groupe agencies saw off competition from DraftFCB and MindShare after a three-month pitch to claim the media and creative assignments.
The business will cover above-the-line advertising and brand activation work across the country.
The business will cover above-the-line advertising and brand activation work across the country.
“TVS is aiming for a strong market positioning,” said Ranga S, managing director of Starcom Indonesia.
“The client is big on strategy and has shown a rigorous approach to media, and we’re excited to be leading its charge into a highly competitive category.”
TVS Motor Company, which turns over US$750 million a year from global sales, will take on Japanese players Yamaha, Honda and Suzuki which have long dominated the domestic two-wheeler market.
TVS opened its first Indonesian factory in Karawang, West Java, last month.
The company announced that Indonesia would become the export hub for the Asean region, and for Africa and South America.
The Indian motor-maker is one of the top 10 two-wheeler manufacturers in the world, but has been forced to look overseas for growth as sales have slowed down at home. In India, TVS controls 18 per cent of the market.
Sales of motorbikes fell 15 per cent in India this summer, according to the Society of Indian Automobile Manufacturers.
TVS’ electric marque, the Scooty Teenz Electric, was an exception. Meanwhile, exports of Indian bikes went up by 31 per cent.
As well as revenue from exports, TVS company chairman Venu Srinivasan was reported as saying last month that the company would be looking to enter the three-wheeler market. He explained that TVS is investigating the viability of hybrid two-wheelers and a bike that runs on compressed natural gas.
