ASIA-PACIFIC – MUMBAI, INDIA, MAY 2011 – Leo Burnett Mumbai has been appointed as the agency of record for truck manufacturer Asia Motor Works (AMW) following a multi-agency pitch two months ago. The company offers a complete range of solutions in the transportation industry, with fully built trucks being their mainstay. R K Swamy BBDO was the incumbent agency.
“The truck manufacturing industry is booming in India,” says Arvind Sharma, India Subcontinent chairman for Leo Burnett. “But standing tall against the age old market leaders requires a very different, non-traditional thinking. Using the Human Kind Approach, we presented ideas that would energize the entire business. It is exciting to be associated with a young, fire-in-the-belly brand like AMW."
One of the biggest challenges for AMW is to stand the test of a challenger brand and capture a considerable share of the market, which for years has been led by well-established brands. “Today, our aim is to engage the imagination and emotion of people who think their needs are already being met by their current options. To get AMW into that consideration set defines our current advertising objective”, says Anup Vishwanathan, vice president, Leo Burnett Mumbai.
