MAM
Polaris assigns creative duties to Future Uday
MUMBAI: US-based manufactures of off-road vehicles, Polaris, is all set to venture into Indian market by September 2011 and has appointed Future Uday to handle the creative business.
Also, the company has handed over the responsibilities of designing and development of its showrooms to Cheil Worldwide.
Confirming the news to Indiantelevision.com, Polaris India country head Pankaj Dube said, “We have seen the work done by Future Uday and their creative ideas for our products were apt. This is the first time we are going to launch ATVs and off-road jeeps and the agency understood our needs well and conceptualised it well.”
The company that will be based in Delhi is in the process of finalizing deals in India.
MAM
BKT appoints Infectious Advertising as creative & digital partner
Tyre maker shifts focus to On-Highway segment with new brand narrative in India.
MUMBAI: BKT just rolled out a fresh creative tyre-kick because when your brand wants to hit the highway, you need an agency that can steer the story straight. Balkrishna Industries Limited (BKT), the Mumbai-based multinational tyre manufacturer renowned globally for its Off-Highway Tyres (OHT) in agriculture, mining, construction and infrastructure, has appointed Infectious Advertising as its integrated creative and digital agency for India.
The mandate covers both mainline and digital for BKT’s tyre business in the country, including its established OHT portfolio and the newly launched On-Highway tyre range. Infectious will craft a contemporary brand narrative that translates BKT’s global legacy of performance, quality and reliability into emotional resonance with Indian consumers.
Infectious Advertising co-founder & CEO Nisha Singhania said, “It’s a huge honour to be chosen as a partner as BKT moves into the On-Highway tyre space. This is a pivotal moment for the brand, and we’re thrilled to be chosen as a brand custodian at this inflection point.”
BKT chief marketing officer for India Mahesh Koppad added, “Following a rigorous multi-agency pitch process, we chose a partner that truly understands our ambition to transform BKT from a performance-led brand into a powerful purpose-led consumer brand. As we launch the new brand purpose ‘Elevate Your Drive’, our focus is on building deeper connections with consumers.”
Infectious Advertising co-founder & creative chairman Ramanuj Shastry noted, “We look forward to creating exciting work that helps the brand earn a place in the hearts of Indian consumers. We will use our integrated mainline and digital mandate to build a brand that is rooted in performance yet powered by culture.”
The appointment comes as BKT accelerates its push into the On-Highway segment in India, aiming to blend its international pedigree with local relevance. For a brand built on tough terrain, teaming up with Infectious feels like fitting the perfect tyre for the long Indian highway ahead gripping every turn with style and substance.
