MUMBAI: Leo Burnett, Mumbai, has been appointed as the creative agency on record (AOR) for Asia Motor Works (AMW), the truck manufacturing company in India.

The account was earlier with RK Swamy BBDO.

AMW had called for a multi-agency pitch in Mumbai a couple of months back.

Leo Burnett chairman India Subcontinent Arvind Sharma says, “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 energise the entire business. It is exciting to be associated with a young, fire-in-the-belly brand like AMW.”

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 Leo Burnett Mumbai VP Anup Vishwanathan.

AMW offers a range of solutions in the transportation industry, with fully built trucks being their mainstay.

The Leo Burnett team is aiming to make ‘AMW’ synonymous to ‘trucks’ in the coming years. A tall order considering that the market is dominated by brands such as Tata and Ashok Leyland.