Lowe Lintas has won the creative duties of TI Cycles following a multi-agency pitch. The account will be handled from the agency's office in Chennai.
Arun Alagappan, president, TI Cycles of India, said, “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.”
The agency will start working on the account with BSA Ladybird.
GV Krishnan, president, Lowe Lintas, Bangalore said, “We are delighted to have been appointed as brand custodians by Chennai-based TI Cycles. Our immediate effort will be to give fresh impetus and emotional depth to BSA Ladybird, a cycle synonymous with the joy of growing-up years. 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.”
Rajesh Ramaswamy, ECD, Lowe Lintas, added, “Cycles were a not so cool thing some years back. Now cycles are a statement. 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. Time we made some ads that are as cool.”