Dunlop in comeback mode

Kolkata, March 23 | Updated: Mar 24 2006, 05:30am hrs
The brand might not be ahead any more but it is set to make a come-back. Pawan Kumar Ruia, the new owner of Dunlop India is relaunching the once-famous brand within the next one-and-half months through a major national level advertisement campaign.

The process has already been kick-started and four national level advertising agencies have pitched for the account and the selection will be done shortly. Our decision to relaunch the brand Dunlop has created considerable interest in the advertising community and at least four well-known agencies have pitched for it. We are in a hurry and want to relaunch the brand before we start production at both Ambattur and Sahagunj factories, Dhrubajyoti Nandi, head of communication at the Ruia group told FE.

The initiative, Mr Nandi said, would start with an impact campaign announcing that the brand Dunlop is back.

And the brief being given to the advertising agencies has been kept simple: bring back the old glory of the brand. That understandable since the stalwarts of the industry once worked for the brand in the 50s and the 60s. Among them was a young Satyajit Ray then working for DJ Keymer.