TVS Srichakra Tyres has appointed Mediacom to handle the media duties for the brand. The agency has won the account after a rigorous pitching process. This is the first time TVS has hired an agency to communicate the brands message across its target group.

TVS Srichakra, initiated in 1982 is a part of the TVS Group, manufactures tyres and tubes for mopeds, motorcycles, scooters and three wheelers under its brand, TVS Tyres.

The media spend and the mediums will that the brand will focus on will be discussed later.

TVS Motors recently announced its new range of products in the 100 CC segment. It has launched TVS Jive, a 110 cc auto-clutch motorcycle and TVS Wego, an automatic scooter. The company has roped in Bates 141 and BBH to handle the creatives of the new launches.

HS Goindi, President – Marketing, TVS Motor Co, said that Bates 141 would handle the creative duties of Jive, while BBH India had been entrusted with the creative responsibilities of Wega. Madison Media will handle the media planning and buying for both the brands. The television campaign for both the brands was slated to break in January, 2010, he added.

The television campaigns will be released in January, 2010. Goindi added, “We are already a strong player in the scooter segment. Our marketing campaigns for these two brands would speak about the technology superiority.”