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.

With the introduction of charge boosters, or ASA technology, during the processes of plate manufacturing, battery plates retain their dry charged properties for longer durations, compared to ordinary process. The ASA technology with charge boosters enables the battery to get charged faster, upholds the battery performance, and makes for low maintenance.

''The creative strategy,'' says Padaki, referring to the new advertisement, ''was to position Amco Batteries as ''The Risk-Free Batteries'' in a world of maintains, free batteries in a real life possible situation.'' The storyboard of the new advertisement, continues Padaki, ''opens to a rainy night, a deserted road, a car coming to a stop next to your car at traffic signal, wipers, lights, music system etc. being in use are all a high possibility. And then, at this situation we are confident that the possibility of recalling this TV commercial is much higher, relevant and impactful. In a nut shell, it is a demo of a battery in use, packaged well in a simple, interesting, involving, memorable and probably provoking story.''

For the complete storyboard, click here.

AMCO batteries, over time, has created for itself a rich history of having earned for itself the encomiums of its customers for reliability, durability, economy of operation and cutting edge technology. Jayshree Venkatraman, CEO, AMCO batteries says, ''We are proud to have built enduring relationships with customers and channel partners. We have had our challenging moments, but we have always been proactive to our customer needs and hence been able to stay ahead in a constantly evolving, global marketplace.''