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Sport18, TI Cycles announces 2nd edition of Bangalore Cyclothon

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BANGALORE: Sport18, the sports marketing arm of the Network 18 group and TI Cycles of India (TI Cycles), announced the second edition of the BSA Hercules India Cyclothon (Cyclothon), a mass mobilisation cycling event to be held in Bangalore on 23 January.

Parts of the event will be broadcast live on CNBC Awaz and Suvarna News 24X7, besides which the radio partner 92.7 Big FM will run live updates.

The organisers aim to reinforce a cycling momentum in the city and establish that a few other activities can match this on the fitness and environment consciousness parameter. The previous edition in of the Cyclothon in Bangalore in October 2009 attracted around 6000 participants.

The brands associated with the event include LG (Green Ride partner), Deccan Chronicle (Associate partner) and Kingfisher Premium (Good Times partner). The event partners are MahindraREVA, 92.7Big FM, Suvarana News 24X7, CNBC TV 18, CNN-IBN, Talwalkars, Café Coffee Day and bookmyshow.com. The event will be conducted under the aegis of the CFI (Cycling Federation of India) and Network 18.

“Brand BSA and Hercules have touched millions of lives over the past 60 years. We have been promoting cycling in India through various programs like the Hercules MTB Himachal, BSA Hercules Duathlon, mountain biking tracks and rental programs at tourist destinations in India,” said TI Cycles General Manager-Marketing Rajesh Mani.

TI Cycles spends around 3 per cent of its revenues towards brand building, mass media communications, marketing, BTL and ATL activities. Based on its last year’s revenues of Rs.9.5 billion, the company spent approximately Rs 300 million towards these activities.

“About a third of our spends goes towards advertisement, and a major chunk of the Rs 100 million that we spent towards advertisement was on television,” revealed Mani.

JWT handles the creative duties for TI Cycles. The company has recently appointed Vizeum Media as the media buying agency.

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