Ralson Tyres has assigned the media duties of its business to Xposure. The selection was made after a rigorous process of media pitching that saw industry’s top media agencies vying for the account. The pitch process covered both the planning and buying aspects of the business and the mandate is effective immediately.
Mr. Yogeshwar, Advertising Head of Ralco, had this to say on the pitch. “Our brief on the account was very simple – growth of challenger brand Ralco vis-à-vis the biggies of the industry. In our assessment, Xposure was the only agency to offer a strategic perspective on the same. While buying was important to us, the strategic perspective provided by Xposure to media planning had a value which outweighed all other considerations. We believe that in Xposure we have found not only an experienced media partner but a strategic thinker on brand building also.”
Rajul Kulshreshtha, co-founder of Xposure, considers Ralco to be the biggest challenge for Xposure. “Not only do we have to counter the huge SOV of mega brands but also have to build the brand from image perspective.”
Sundeep Sharma, co-founder of Xposure, finds this a true challenge from the buying side of things as well. “We are committed to delivering a huge VFM for the brand which will not only ensure visibility but also create a sharp differentiation from the current benchmarks in this industry.”
About Ralson Tyres
Ralson and Ralco together support the industry with an astounding +1 Lac bicycle tyres a day. Add to this figure another 1.2 Lac tubes produced daily and it becomes clear why Ralson and Ralco are the OEM manufacturers’ No.1 partners of choice. Company’s capacity to produce high-quality products is at par with the world’s best, making them one of the few companies in the world with the highest per day production rate. The company’s mega factory based in Ludhiana is spread over 46 acres and employs a workforce of over 4000 skilled and semi-skilled professionals. With a total turnover of over Rs.800 crores, Ralson continues to surge ahead in the domestic and overseas markets by consistently delivering innovative products, unparalleled quality and value for money to its millions of loyal customers, tapping the full potential of the booming global market and the promising domestic scenario.
Xposure was set up in 2013 by Rajul Kulshreshtha, former country head of Kinetic Worldwide India, an out-of-home agency, fully owned by WPP Group along with Sundeep Sharma, former, country head, Motivator, a GroupM company. Currently, the agency claims to have nine to ten clients, of which the majority are startups and online businesses. For instance, dating app TrulyMadly, online travel site Ibibo, and car aggregator Cardekho.com, in addition to mobile wallet company MobiKwik are on its roster. The agency also manages media buying and planning for mobile handset manufacturer Gionee, owned by Syntech Technology Pvt. Ltd., apart from Matrix Cellular (International) Services Ltd.