February India rides Avon Cycles

The agency's first assignment is a brand makeover.

Following a competitive review, Ludhiana-based bicycle manufacturer Avon Cycles has handed over its creative duties to February India, a Delhi-based design and advertising agency. The incumbent on the account was Crayons Advertising, another Delhi-based ad agency.

The first assignment for February India is to plan a brand makeover for Avon Cycles. The company has a network of about 1,600 authorised dealers and enjoys global presence spread over about 85 countries of the world. The brand is set for a revamp and will look at print, TV and digital media. It will also work to enhance participation in green initiatives.

The size of the business is about Rs 12 crore.

Onkar Singh Pahwa, managing director, Avon Cycles, says, "To go with an expanded product line and our growing ambition in the fast changing world, we felt there was need for us to adopt stronger brand communication strategies and the present change is a step in that direction."

February India was launched in 2012 by Nirmal Pulickal and Gopal Krishnan. Other accounts of the agency include Blossom Kochhar cosmetics, Ameriprise Financial, Canara HSBC OBC, Sleepwell, Mother Dairy, the Spice Global, Spice Mobility and Saket City Hospital.

Speaking of the possibilities on Avon Cycles, Krishnan, business head, February India, says, "There is so much positive scope for the future, especially given that sustainability and fitness are top priorities for many urban consumers and Avon Cycles will be an exciting opportunity for us."

For the record, about four decades ago, there were four bicycle brands in the country - Hero, Avon, TI Cycles (which had two sub-brands, BSA and Hercules) and Atlas. Lately, several international brands have entered India.