Lowe Lintas Chennai wins TI Cycles account

Brands the agency will work on include BSA, Hercules and Montra.

Lowe Lintas Chennai has bagged the creative duties of cycle brand TI Cycles.

The agency will handle the creative mandate for its brands including BSA, Hercules and Montra.

According to the press note, the immediate task for Lowe Lintas Chennai will be to provide a fresh impetus for BSA Ladybird.

Arun Alagappan, president, TI Cycles of India, says, "We have appointed Lowe Lintas as our AoR for all our brands and are excited to start working with the team. Lowe Lintas brings proven strategic and integrated marketing expertise that will help us build a strong communications platform, to deliver innovative creative work that will resonate with our customers and help us stand apart in the rapidly evolving marketplace."

GV Krishnan, president, Lowe Lintas, adds, "Our immediate effort will be to give fresh impetus and emotional depth to BSA Ladybird. Today's tweens and teens are a huge consumer constituency and are unique in many ways. It will be a great experience to create communication that will appeal to this consumer segment. Soon, we will also work on other TI Cycles' assets such as BSA Workouts and Track & Trail."

Sharing his views on the new project, Rajesh Ramaswamy, ECD, Lowe Lintas, says, "Cycles were a not so cool thing some years back. Now, cycles are a statement. It's about being fit. Being environmentally conscious. It talks a lot about the person. His thinking. Unfortunately, this is still not being portrayed in communication. It's not a passing trend. It's something that's here to stay. Also, even design-wise, cycles are much more stylish now. It's time we made some ads that are as cool."

TI Cycles is among the pioneers of the cycle category in India. Established in 1949, it is a part of the Rs. 243 billion Murugappa Group. TI Cycles has been at the forefront of innovations and is a pioneer in the market of cycles.