Car&bike appoints Tonic Worldwide for digital

Account won post a multi-agency pitch

Oct 17, 2022 02:59:00 PM | Article | Campaign India Team

Car&bike has announced the appointment of Tonic Worldwide for its digital duties. 
The agency will be managing the social media and paid media duties for the automotive brand. 
The account was won post a multi-agency pitch and will be handled by Tonic Worldwide’s Mumbai office. 
Saniel Bhelekar, brand head, Mahindra First Choice, said, “Mahindra First Choice has big goals with its brand car&bike. We plan to become India’s leading one-stop multi-brand retail destination for all things cars and bikes. And we are thrilled to have Tonic Worldwide as our digital partner to make car&bike as the go-to brand for anyone seeking to buy used cars or anything else related to automobiles. Through a multi-agency pitch, we zeroed down on Tonic for their brilliance in customer-first strategic and creative thinking. The digital world is the new battleground for all new-age brands. We welcome Tonic Worldwide as our partner in achieving our vision of enabling both the new and current generation of India to the world of cars and bikes.”
Unmisha Bhatt, co-founder and chief strategy officer, Tonic Worldwide, said, “We are excited to partner with car&bike from Mahindra First Choice in their integrated digital marketing efforts. The opportunity is immense given that the category itself is growing at a fast pace. The untapped opportunity lies with consumers that have been overlooked because they aren't currently in the market and the digital strategy would be to own their journey beginning with an aspiration to intent. Look forward to doing some exciting work together and creating success stories for the brand.”