Amco launches new ad campaign for its risk-free batteries

09 April 2008

Mumbai: Amco, the market leader and largest supplier of two wheeler automotive batteries in India, has decided to launch a new advertisement campaign.

The campaign seeks to distinguish AMCO batteries' 'risk-free' range, in a world cluttered with batteries demanding maintenance.

Says Pavan Padaki, director, insights and creative, at Amco Batteries, ''The objective was to get Amco into the considered set in a low involvement category. The insight came from two sources. The way consumers related to their batteries in their vehicle and the way competition were treating their communication.''

According to Padaki, the company saw a major need-gap to be addressed, as most drivers were found to be unaware of the fact that the battery was being taxed every time the power windows, fog lights, stereo system, wipers, etc. were switched on. Moreover, with the new generation cars, consumers were taking the battery for granted in terms of the brand and its performance. The competition seemed to be attempting to break the clutter in their execution, but left the need-gap largely unfilled.

AMCO has been a pioneer in the battery starting with train cell batteries way back in the 1960s. Substantial investments in research and development (R&D) over the past two decades has seen some fructification of its efforts to bring in the best of breed products to the market place. In a evolving automobile market, the company has to its credit built relationships with most of the new generation four-wheeler OEMs like Toyota and Hyundai.
Today, AMCO's range includes dry charged, factory charged and maintenance free batteries.

The ''Risk Free'' AMCO batteries have 'charge boosters' with ASA technology, that enables rapid recharging of the battery after every usage, making it more efficient and ensuring a hassle-free drive.