Brands
Happy mcgarrybowen to handle BharatBenz’s creative and media mandate
MUMBAI: Happy mcgarrybowen has been selected by Daimler India Commercial Vehicles (DICV) as the agency on record for its BharatBenz brand, known for its range of modern trucks and buses. The appointment followed a multi-agency pitch held in Chennai.
Happy mcgarrybowen, the creative agency from the Dentsu Aegis Network, has been brought on board to manage the integrated mainline and digital communication mandate for BharatBenz trucks and buses, along with the media duties for the brand. The brand will be handled out of Happy mcgarrybowen’s Bangalore office.
The BharatBenz brand is tailored for the Indian market and its demanding customer requirements by Daimler AG, the world’s leading commercial vehicles manufacturer with a global reach. First unveiled in February 2011, it celebrated its market launch in September 2012. By end of 2017, more than 60,000 BharatBenz vehicles had already been handed over to customers – an unprecedented ramp-up in the Indian CV industry. BharatBenz trucks and buses are sold and serviced through a pan-Indian network of more than 130 touch-points which is also continuously being expanded beyond the tier-2 and tier-3 cities.
On the partnership, DICV vice president of marketing and sales Rajaram Krishnamurthy says, “We are happy to have Happy mcgarrybowen on board. We will be reaching out to more and more customers in the coming years, and we are counting on their expertise to deliver successful integrated traditional and digital campaigns for BharatBenz.”
Happy mcgarrybowen chief executive officer Kartik Iyer adds, “It’s been a year of automobile account wins for us at Happy mcgarrybowen. First 2 wheelers, then 4 wheelers and now 14 wheelers. It’s an honour to be chosen to work on a brand like BharatBenz. Their patience to get the right solution and their appreciation for quality is something we have already enjoyed in the short span of working together. We are extremely positive about this partnership and we look forward to growing their market share in the country.”
Brands
Hyundai and TVS Motor partner to develop electric three wheelers
Joint development pact targets last mile mobility with localisation push
MUMBAI: Three wheels, one big ambition and a charge towards the future. Hyundai Motor Company and TVS Motor Company have signed a joint development agreement to co-create electric three-wheelers (E3Ws), aiming to crack India’s complex last-mile mobility puzzle. The collaboration moves beyond concept talk into execution mode, building on the E3W prototype first showcased at the Bharat Mobility Global Expo 2025. The goal now is clear, design, develop and commercialise a purpose-built vehicle tailored to Indian roads, riders and realities.
Under the agreement, Hyundai will lead design and co-development, bringing its global R&D muscle and human-centric engineering approach to the table. TVS Motor, meanwhile, will anchor the product on its electric platform, leveraging deep three-wheeler expertise and local market insight. It will also handle manufacturing and sales in India, with an eye on exports down the line.
The timing is strategic. India remains the world’s largest three-wheeler market, where affordability, durability and adaptability often outweigh sheer innovation. The upcoming E3W aims to strike that balance combining advanced technology with practical features such as adaptive ground clearance for monsoon-hit roads, improved thermal management for tropical climates, and flexible interiors suited for passengers, cargo or emergency use.
A key pillar of the partnership is localisation. Major components will be sourced and manufactured within India, a move expected to strengthen the domestic supply chain, create jobs, lower costs and improve after-sales support.
The shift from prototype to production will involve rigorous testing, certification and refinement to meet regulatory standards and consumer expectations. Dedicated cross-functional teams from both companies are already in place to accelerate timelines.
At a broader level, the tie-up reflects a growing trend in mobility, global players partnering with local specialists to navigate emerging markets. For Hyundai and TVS, the bet is that combining scale with street-level insight could unlock a new chapter in sustainable urban transport, one that runs not just on electricity, but on relevance.
