MAM
Yokohama Off-Highway Tires unveils new brand identity
NEW DELHI: The Yokohama Rubber Co Ltd announced in October 2020 that it will consolidate its various off-highway businesses into one single entity – Yokohama Off-Highway Tires (YOHT). This includes Yokohama’s off-the-road (OTR) tire businesses across the globe and Alliance Tire Group (ATG) along with tire brands Alliance, Galaxy and Primex, which Yokohama bought four years ago.
YOHT has now released a new corporate identity and logo, that draws on the 100-year plus legacy of Yokohama while underlining its own distinct space in the off-highway segment. With the above change in the group’s visual identity, the website www.atgtire.com will now be migrated to www.yokohama-oht.com. Similar changes are being done for the apps and will be available on Google and Apple app stores. The new identity will start reflecting on all communications through the year 2021 on all digital and print platforms.
YOHT America director Nitin Mantri said this rebranding exercise collectively reflects the company’s successful past while embracing future aspirations.
“The consolidation of OHT businesses announced earlier will be strongly supported by the new identity of YOHT globally. This will result in closer integration of the brand equity and technological expertise of Yokohama with the strengths of companies grouped under ATG; namely – strong sales network, diverse product line up and superior cost competitiveness. We are excited to showcase this corporate identity to our stakeholders across the globe,” he shared.
YOHT will have a global footprint with the leadership team based in Tokyo, Boston, Amsterdam and Mumbai. The new unified global entity will offer a full-range of OHT tires from small forklift tires to ultra-large ROTR (radial off-the-road) tires, to meet a wide range of customer needs for construction and industrial vehicles as well as agricultural and forestry machinery. YOHT will be supported by Yokohama Group’s global off-highway tire production network of eight plants in four countries and three R& D facilities in Japan, India and USA.
AD Agencies
Prakash Nair reportedly quits Ogilvy after 23 years
One of the agency’s longest-serving leaders has moved on, with his next destination still unknown
MUMBAI: After more than two decades at one address, Prakash Nair has left the building. The president and head of office, north at Ogilvy has moved on from the agency, according to highly placed industry sources. His next move remains unknown. Ogilvy did not respond to requests for comment.
Nair spent over 23 years at the agency, making him one of its longest-serving senior figures. He was elevated to lead the Gurugram office in April 2022, a role that put him at the helm of Ogilvy’s northern operations at a time of considerable churn across the advertising industry.
Before taking charge in the capital, Nair served as associate president at Ogilvy Mumbai, where he worked on some of the agency’s most prized accounts, including Mondelez, Tata Motors, and BP Castrol. Over the years, he built a reputation for driving modern, integrated, and award-winning work, the kind that wins metals at Cannes and keeps clients from straying.
His departure was marked in style. A farewell gathering was held in Delhi, attended by senior figures from across the advertising fraternity, a signal of the regard in which Nair is held in an industry that does not always pause to say goodbye properly.
Where he goes next is the question the industry is now asking. After 23 years at one of the world’s most storied agencies, the answer, when it comes, will be worth watching.
