Mumbai: Multi-brand pre-owned luxury car player, Luxury Ride has assigned its first-time integrated marketing and communications (PR) mandate to Grapes Digital. The digital-first agency will service the account from its New Delhi office.

As per the mandate, the agency will be responsible for executing integrated marketing duties of the brand such as marketing and branding strategies, creative conceptualisation and execution, media planning and buying, content planning for social media marketing, technology services, along with public relations, said the statement.

Grapes will also aim to scale up the brand’s social media presence, and persistence will be built and managed on platforms such as Facebook, Instagram, YouTube, LinkedIn, and Twitter, it added.

Luxury Ride, MD & co-founder, Sumit Garg said, “India is a huge market for vehicles and poses a very high potential for luxury cars. The sales of pre-owned luxury cars in India have witnessed a sharp increase over the past few years, and the demand continues across varied markets. The pre-owned luxury vehicle market is getting more organised with easy access to finance, annual maintenance contracts, and lower entry prices. We want to work towards strengthening Luxury Ride presence in the media landscape and chose Grapes to facilitate the same for us."

Grapes Digital, founder and CEO, Himanshu Arya said, “Pre-owned luxury car market has seen a significant surge in their growth- the industry is evolving and taking the route of digitalisation to serve its customer better. We look forward to charting the brand’s journey and strengthen its position in the market.”