MUMBAI: Leading fitness wearable brand TomTom Sports has signed on digital agency CogMat to undertake their social media duties in India. CogMat, a digital media agency based in Mumbai, Dubai and Hong Kong, has been working with TomTom since October 2016, handling the brand’s digital ads portfolio. The brand’s social media duties were awarded to the agency after a multi-agency pitch.

TomTom India country manager Hitesh Ahuja said, “People are actively engaging in activities like running, hiking and cycling and looking towards digital channels to pick their perfect tracker. The digital medium has today acquired critical importance, given the rapidly changing media consumption patterns and ecommerce penetration. CogMat brings great experience across categories."

TomTom’s wearables range has been in the market since 2013 and were introduced in India in 2015. The feature-rich wearables are targeted at people that are looking at exercise as not just an activity but rather as an integrated part of their daily lives. The brand is looking to go big on the digital medium this year with a host of activities and tie ups for the year. TomTom has a strong following among the running community and is looking to leverage these relationships with local runners.

CogMat CEO Mitchelle Carvalho commented, “The brand has been at the forefront of innovation and we’re eager to be part of this story. The underlying values and legacy of Tomtom are incredibly strong."

The brand’s wearables have many firsts such as a GPS running watch with a Heart-Rate monitor and as also an integrated music player that allowed people to leave their phones and truly run free. They also have the world’s first fitness tracker that combines body composition analysis with steps, sleep and all day heart-rate tracking all on the wrist that helps users track efforts with quantifiable stats.