MUMBAI: Ralco Tyres has appointed Triton Communications as the creative agency following a multi-agency pitch that took place six months ago.

The brand is planning to increase its market share in the two-wheeler automotive tyres space, expand the distribution network and penetrate into small cities. It will be rolling out a campaign which will be created by Triton Communications.

Ralco Tyres deputy general manager- advertising and PR Yogeshwar Sharma said, "Our products are adequately priced with great quality. With new agency on board and a new communication we aim to reach out to a much larger audience. We would invest hugely in ramping up our distribution network as well."

This is Tritons first client after the recent structural change at Triton wherein it‘s national director-strategy and planning, Renton D‘Sousa was given the additional charge of CEO.

D‘Sousa added, "We are very happy to have Ralco as part of the Triton family, it is certainly a privilege to have them with us. As we go along, the intent will be to shift market share in Ralco‘s advantage in this highly competitive category space."

"Company is now gearing up to focus on integrated marketing efforts. The idea is to create visibility at the very point of sale and drive imagery through mass media. It is imperative for us to reach out to replacement market as it is quite significant and educate the consumer," Sharma added.

Ralco would focus on television, outdoor and print medium to begin with, Sharma divulged.