MUMBAI: Triton Communications has been awarded the brand strategy and creative mandate for ATG (Alliance Tire Group). 

ATG executive vice president - marketing Harshawardhan Honmode said, “We have a vision to be amongst the top three global players in the off-highway tire market focused on agriculture, forestry and construction. We looked out for a partner to build our mother brand and the individual brands in sync with our vision and forte. After reviewing the presentations of various agencies, we decided to go ahead with Triton Communications.”

Triton Communications executive director Ashish Medhekar added, “We are proud to have won the business on the basis of our work amidst a fiercely contested pitch. Whilst Make In India is the latest buzz, ATG is a brand that epitomizes this philosophy. We are confident in partnering ATG achieve their objectives look forward to a long and rewarding association.”

The pitch process that lasted around two months featured some of the leading agencies.

Across six continents in over 120 countries, ATG is a leading entity in the Off-Highway Tires (OHT) category. It constitutes three brands - Alliance, Galaxy and Primex. These brands were brought together under the ATG umbrella in a phased manner, from 2007. ATG achieved a global turnover in excess of $550 million in the year 2014.