Guatam Kapur
Joint President
Atlas Cycles (Haryana) Ltd
Sahibabad
The Cycle Industry has decided to use new brand ambassadors to
popularise its latest models as well as pep up existing ones. Market leader Hero Cycles
was first off the block, singing on bowling sensation Irfan Pathan and featuring him in an
advertisement that was aired during India’s historic tour of Pakistan. TI and Atlas
followed suit, with the former getting flamboyant batsman and fielder Yuvraj Singh to
endorse a range of Hercules Cycles and the latter signing on Macho man and film star
Suniel Shetty and Tennis Sensation Sania Mirza.
Q:
Ans:
Q:
Ans:
Q:
Ans:
Q:
Ans:
Q:
Ans:
Q:
Ans:
Q:
Ans:
As a strategic measure we are studying all potential areas where presence of Atlas bicycles is very minimal. We will be concentrating in developing specific bicycles catering to the needs of the consumers in this particular belt. Celebrity endorsements to this effect help in establishing the presence of new products very fast. The connect with the customers is a must.
What are the brand attributes of Suniel Shetty and Sania Mirza?
Our vision for the Atlas brand is to reflect a blend of the tradition and the modern in our range of bicycles for the all age groups. Atlas Cycles is proud to be associated with Suniel Shetty and Sania Mirza. Both are extremely talented and highly regarded role models who are continually striving to excel further in their respective fields. We at Atlas Cycles also believe in the same values and hope that this associations will help us to further reach out to our customers across all age groups and segments.
What are the other products that Suniel and Sania endorse?
Suniel Shetty with his mass appeal will endorse the company’s standard roadster range of bicycles. Suniel Shetty apart from endorsing the Roadster Samrat would also feature in Atlas Cycles major brand Goldline super.
Sania Mirza who will be seen for the first time in advertising will be endorsing the Atlas Women’s range of bicycles. Atlas Swan is the first bicycle in this category.
What are the other promotional activities that you have planned for the year?
Apart from media advertising we will be focusing on, on-ground events, promotional tie-ups with different companies, online promotions, roadshows, international exhibitions and our annual Gold Club Privilege Meet where winners may get a chance to dine with fine-stars.
What is the kind of revenue that you are targeting through you promotional activities?
These target-based campaigns will definitely yield an overall increase of 15 % in sales volume.
What is your projected spend for these activities?
We intend to spend around Rs 8 crores currently and depending on the output it would be reviewed in the next fiscal.
Do celebrity endorsement really help in selling bicycles?
It is the long term strategic process, it does help in building the brand if the creatives are strong and targeted in the positive direction and consumers develops an emotional connect with the brand.