Feb 25 2020
With the expansion of automobile industry in India, there has been an increase in the number of tyre makers setting up factories in India. Many domestic and international manufacturers now compete in this segment to cater to the ever-increasing number of two wheelers on the roads. With the increasing love of buyers for high performance motorcycles, there is a wide array of performance tyres available here. Two- and three-wheeler tyre maker TVS Srichakra Ltd has recently come up with a new brand, TVS Eurogrip, to cater to the needs of the millennial rider. Under the Eurogrip umbrella, a portfolio of 19 premium tyres that include zero-degree steel-belted radial tyres has been introduced. To complement the brand's TV and digital communication campaigns, TVS Eurogrip has launched an innovative out of home campaign in Chennai and other prominent cities of the country.
In partnership with Mark Metro, the captivating outdoor campaign was deployed in a premium location of Chennai, the Madhya Kailash Foot over bridge. The mammoth site strategically displays the brand name placed innovatively on the top of the site with the help of LED and the cut out of the tyre is backlit, without creating much of clutter and confusion. Special LED projection was used to keep the tyre rolling. While the static format earlier executed did create noise about the new brand, the innovation executed for the campaign has really caught the attention of those who pass by.
R. Balamurugan, General Manager - Sales, Mark Metro, said, "It is always a pleasure to work with clients who believe in doing something more than simple outdoors. This campaign was well received amongst consumers. Getting calls from friends and co-workers about the innovation was a great affirmation of the prominence of the campaign. We would certainly continue to execute new ideas for clients and make sure that the domain of out of home is not just limited to flex and frame.
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