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Leo Burnett Mumbai bags the AOR of AMW trucks

Leo Burnett, Mumbai has been appointed as the AOR for Asia Motor Works (AMW), the new generation truck manufacturing company in India. Started in 2005, the company offers a complete range of solutions in the transportation industry, with fully built Trucks being their mainstay.

"The truck manufacturing industry is booming in India. And the last few years have seen a lot of heightened activity in this sector. 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", says Arvind Sharma, Chairman, India Subcontinent, Leo Burnett.

The account was earlier with R K Swamy BBDO Pvt. Ltd. A couple of months back, AMW called for a multi-agency pitch in Mumbai underlining the need to develop communication aimed at building 'Brand AMW' and reaffirming customers who have made a conscious switch from their current brand.

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 Mr. Anup Vishwanathan, Vice President, Leo Burnett, Mumbai.

The Leo Burnett team is all geared up to make "AMW' synonymous to "trucks', in the coming years. Watch this space for more news on this business in the coming days.

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