Ralco Tyres is a sub-brand of Ralson, the Indian market leader in bicycle tyres. Different from the mother brand, Ralco only has a number four position in the market, and faces big competitors such as MRF and CEAT. The CEO decided that his should change and gave Willem Woudenberg of Brand Dialogue the assignment to develop an innovative brand concept.
After market research consisting of interviews with dealers and consumers we advised Ralco to create a new brand position that would break away from its usual, traditional position in which “cool”, “sturdy” and “rough” play a central role. Our suggestion was to position the tyre with real, authentic (soft) human emotions, which translated into the pay-off “Ride with Trust”. Ralco’s new movie commercial shows, in an intelligent way, how emotions can lift a product to a brand.
We developed the brand concept and guided the implementation, in particular the making of the movie commercial, and developed an action plan for the brand building, in which retail and PR play an important role.
Willem Woudenberg (in cooperation with Neeraja Kale) 2016 – 2017
The movie was made by Triton Communication (Delhi, Mumbai)