Xposure to manage media for Ralson Tyres

Ralson Tyres has assigned the brand’s duties 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.

On the pitch Yogeshwar, Advertising Head of Ralco, commented, “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.”