By A Correspondent
TVS Motors has rolled out its much awaited motorcycle, TVS Victor in an all new avatar. The versatile and visually exciting motorcycle will be positioned in the executive segment. Poised to be game changer in the segment, this product sets the benchmark even higher with emphatic design language, industry defining technology and an arresting interplay of attractive graphics. With this launch, the company now has the widest product portfolio, spanning across the commuter, executive and premium segment.
In order to generate buzz around the same, TVS Motors has launched a pan-India marketing campaign, comprising of print, digital, TV and radio ads, around the central theme of ‘comfort.’ The new TVS Victor has been positioned as a family bike as the various product features are specially engineered to deliver superior comfort to a family.
Arun Siddharth, Head – Motorcycles, TVS Motor Company said, “We wanted the central theme of the campaign to be Ride Comfort, a key attribute of the product that we want to highlight prominently. TVS Victor has been positioned as a family bike, engineered to deliver superior comfort to a family. So comfort became the central guiding theme for the entire campaign and we asked McCann Erickson to reiterate this benefit by bringing it to life through real life instances around comfort, while riding on a motorcycle.â€
Partha Sinha, Vice Chairman & MD, MWG India said, “Songs are associated with riding comfort from time immemorial – there’s enough collective memory around that. We decided to bring alive the superior comfort of the new TVS Victor through this song. The new Victor has some great features that make its riders feel extremely comfortable and happy. In our riding song, we wove in the bike’s keyfeatures in such a way that it captured the joie de vivre of the TVS Victor rider(s).â€