MUMBAI: TI Cycles of India, a part of $3.2 billion Murugappa group, has assigned its media duties to Aegis Media‘s Vizeum India.

Industry sources peg the value of the business at Rs 200 million.

The business was earlier handled by Mindshare.

Said TI Cycles & BSA Motors GM Marketing Rajesh Mani, "The professional approach exhibited by Vizeum, coupled with their ability to think beyond traditional solutions, comparative saving on our overall cost as well their involvement in our business at all levels convinced us of this partnership. We look forward to working with them."

Vizeum will handle the account out of its Chennai office under the leadership of E M Sreeneelakandhan, GM, South.

Averred Vizeum managing director Indian sub-continent S Yesudas, "We are proud of the work we have done on BSA Motors and are thankful to the TI cycle Management and Marketing Team for their faith in us. We will ensure TI cycles will get added to the list of our client ambassadors."

TI Cycles are the makers of brands like Hercules and BSA.