Dentsu Webchutney to handle digital duties for TI Cycles

Brands that the agency will work on include BSA, Hercules and Lady Bird.

Following a multi-agency pitch which included the participation of eight other agencies, Dentsu Webchutney, the digital agency from Dentsu Aegis Network, has been awarded the digital duties of TI Cycles, a cycle, fitness, recreation, and personal mobility solutions brand from the Murugappa Group.

As part of its mandate, the agency's Bengaluru office will work on all the TI Cycles brands including BSA, Hercules, and Lady Bird.

The company assigned its digital mandate to Dentsu Webchutney as the agency helped bring out a fresh communication perspective for each of its brands making it relevant for the intended audience by giving the right direction to the communication during the pitch process, says the company in a press release.

Rajesh Mani, head, marketing and retail, TI Cycles, says, "In this ever-changing field of digital marketing, being dynamic and agile are key elements required for our brands to remain top-of-mind and actively engage with consumers. Dentsu Webchutney has shown with its pitch and track record that it has the thinking and the team to help our brands consolidate their position as industry leaders on the digital front."

Gaurav Soi, executive vice-president, business development, Dentsu Webchutney, adds, "We are honoured that the team at TI Cycles entrusted us with the digital mandate for its brands. As its partner, we look forward to develop work across digital platforms that will assist in consolidating its brands as industry leaders."

According to Gautam Reghunath, vice-president, Dentsu Webchutney Bengaluru, the last 12 months were great for Dentsu Webchutney Bengaluru. "We've now entered phase two of our Bengaluru chapter. We're a young, energetic agency and our power to spot and adapt to the changing communications landscape is our biggest advantage. To have partners who are on the same wavelength is both a pleasure, and a necessity," he says.

Reghunath further adds, "With TI Cycles, we enter the cycling and fitness space at a very interesting time. The company has an interesting mix of both legacy and modern brands under its wing and we look forward to staying true to its vision of being at the helm of India's fitness journey."

TI Cycles is a part of the Chennai-based multi-industry Murugappa Group. It has been in operation in India since 1949, having produced brand names like Hercules, Lady Bird, Turbo Drive, BSA, and Roadeo.

Dentsu Webchutney is the digital agency from the Dentsu Aegis Network with offices in New Delhi, Mumbai and Bengaluru. Its clientele includes Flipkart, Red Bull, Airtel, Unilever, MasterCard, and Coca-Cola.