Triton Communications to handle creative duties of Force Gurkha

The Mumbai-based communication agency has bagged the media and creative mandate of Force Gurkha - the latest offering from Force Motors.

Triton Communications has bagged the media and creative duties of Force Gurkha, the SUV from Force Motors that is slated for a launch by April this year.

The Mumbai office of Triton Communications will handle the account and is expected to come up with a campaign soon.

Sandeep Srivastava, group business director, Triton, says, "This SUV will bridge the gap between the expectations of an off-roader enthusiasts and what an urban 4X4 delivers."

He further adds that creating a new category has its challenges. Backed by sustained and substantial media investments, SUV’s have projected themselves as hard core mud pluggers. Rather than negating their claims to bring alive the fact, we will build the brand on a paradigm unheard of, but completely true to the product and its amazing capabilities.

He adds that it will not be an easy task and the agency plans a new approach to break the clutter. Srivastava, however, refused to divulge details on the size of the deal or the plans.

Prasan Firodia, managing director, Force Motors, says, "There is a lot the vehicle can do compared to the others in its class. It is not an urban four wheel drive. It is tough, rugged and meant for those who drive where roads do not exist. Besides the off-roading enthusiast, this vehicle will be extremely useful in tea/coffee plantations, mines, construction sites, combat situations and a lot more."

The Force Gurkha, first shown at the International Bus and Utility Vehicle Show 2013 at New Delhi, is a 4X4 car that offers diff locks, higher ground clearance and a snorkel intake to manoeuvre snow, sand, mud, slush, mountains and comfortable drive through water. It is positioned as an all-season and all-terrain car.

Triton Communications came into existence in 1991 and offers services in films and television, radio, press, OOH, direct, digital and other platforms. It has its offices in Ahmedabad, Pune, Mumbai, Bengaluru and New Delhi. It has worked with several clients such as AdGel, Aquaguard, Rotomac and MecoSports amongst others.

Force Motors is involved in designing, development and manufacture of the full spectrum of automotive components, aggregates and vehicles. Its range includes small commercial vehicles, multi-utility vehicles (MUV), light commercial vehicles (LCV), sports utility vehicles (SUV) and agricultural tractors. It began with the manufacture of Tempo 3-wheeler in 1958.