Dentsu Creative’s latest innovation ‘The Responsible Manhole’, a road safety initiative in partnership with the Brihanmumbai Corporation (BMC) and TVS Motor Company addresses the critical issue of open manholes in the city.
Commenting on the initiative, Aniruddha Haldar, Senior Vice President (Marketing), TVS Motor Company, said: “TVS Motor Company has always endeavoured to leverage technology to enhance road safety. This time round along with our partner Dentsu Creative we have focused on monsoon and the Open manhole. A simple but insightful use of connectivity and technology coupled with building support ecosystem with the administration proves to literally be a lifesaver! We have anchored this in inception and will take it to other cities. TVS Motor Company remains committed to leveraging technology to making our roads safer!”
Added Gurbaksh Singh, Chief Innovation Officer, Dentsu Creative: “The Responsible Manhole is a testament to how the right use of technology and data can aid the lives of countless people. Collaborating with the BMC and TVS Motor Company on this project was such an enriching experience. We’re glad to see that innovation is at the source of solving some of India’s biggest problems.”
TVS Radeon, the commuter motorcycle by TVS Motor, has launched a campaign to highlight the new features of its latest variant. It is conceptualised by the Bengaluru office of Lowe Lintas.
Commenting on the maiden campaign, Aniruddha Haldar – Senior Vice president, Marketing – TVS Motor Company said: “Radeon is designed to deliver comfort and convenience for the everyday commute, With the addition of Reverse LCD cluster with RTMI, the bike enables you to take control of your mileage delivery. In today’s context with rising fuel costs, this unique feature will be loved by the consumers. The new film showcases the advantages of these features with subtle humour. The film beautifully captures the essence of the product and Mr. Pankaj Tripathi delivers the message in his inimitable style.”
Speaking about the creative thought, Sagar Kapoor, Chief Creative Officer, Lowe Lintas added: “In a category that is always talking about something new, our challenge was to find an interesting way to talk about the new features in Radeon. We decided that instead of spelling out all the details in a conventional way, we will leave it to the intelligence of our audience to understand what is new. That how we landed the campaign idea, ‘samajdhar ko sirf ishaara hi kaafi hai’. Pankaj Tripathi became the obvious choice to play Bhaiyyaji in the campaign because of his signature style of communicating a lot just through his gestures.”
DentsuMB, the integrated creative agency from Dentsu India, has bagged the mainline advertising mandate for the newly launched, TVS Raider. As per the mandate, the agency will handle the strategic planning and creative duties for TVS Raider in India.
Aniruddha Haldar
Commenting on the win, Aniruddha Haldar, Vice President Marketing – Commuters, Corporate Brand & Dealer Transformation, TVS Motor Company, said: “The TVS Raider is targeted at Gen Z. With dentsuMB as our creative agency, we have built signature brands like the TVS NTORQ 125 (Sporty Scooter) and TVS IQUBE (Electric). We look forward to delivering a compelling brand experience for TVS Raider in line with its outstanding product offering.”
Samrat Chengapa
Added Samrat Chengapa, Executive Vice President, DentsuMB: “We’re absolutely delighted with this latest win, and look forward to creating some great work, which is worthy of the trust TVS Motor has placed on us.”
TVS Motor Company has unveiled a new marketing campaign “Hum banayein, jo Aapka dil chaahe”.
Commenting on the campaign, Aniruddha Haldar, Vice President (Marketing), Commuter Motorcycles, Scooters and Corporate Brand, TVS Motor Company, said: “Customer Centricity drives Innovation at TVS Motor Company. We believe in understanding our customers, their needs, and leveraging technology for product innovation to deliver unmatched ownership experience. Two-wheeler customers have distinct needs, some prefer better mileage and ease of operation of vehicle, while some seek speed and performance. The campaign brings together, Mr. Amitabh Bachchan and Mr. MS Dhoni and their coming together itself is another first. Both are Indian legends with long association with TVS Motor Company, and they introduce India’s 1st and only dual platform Fi technology. The consumer and expert feedback to Ecothrust Fuel injection (ETFi) and Race Tuned Fuel injection (RTFi) has been extremely encouraging, we shall continue to deliver unmatched ownership experience for our customers.”
Added Nitin Karkare, CEO, FCB Ulka: “We are glad to be a part of this prestigious milestone that TVS has reached with their launch of India’s first Dual Platform Fi Technology as per the BS-VI norms. As their partner for this launch, we had an interesting task of delivering a communication that brings out this aspect at the scale that is required. This gave us the opportunity to bring together for the first time on television, two of the biggest stars in India, Mr. Amitabh Bachchan and Mr. Mahendra Singh Dhoni. Understanding consumer needs is core to TVS product development and marketing. This campaign brings together beautifully the philosophy that has gone behind TVS BS-VI launch.”
TVS Motor Company has introduced a new ad campaign for TVS Jupiter Classic. Conceptualised by Dentsu India Pvt Ltd, the film features brand evangelist Amitabh Bachchan, who highlights the value of relationships, which are unchanging yet contemporary, just like TVS Jupiter’s promise of ‘Zyada Ka Fayda.’
Speaking about the campaign, Aniruddha Haldar, Vice President (Marketing) Commuter Motorcycles, Scooters and Corporate Brand, TVS Motor Company, said: “Timelessness is the true hallmark of a classic. Always contemporary as an offering and yet unchanging in value. The TVS Jupiter Classic with its impeccable styling and new features, infuses a sense of excitement yet retains the time-tested reassurance that TVS Jupiter provides. The TVS Jupiter Classic communication focusses on bringing alive the deep relationships our consumers value including the one they share with the TVS Jupiter Classic. We are confident that TVS Jupiter Classic will find its rightful space in the heart and homes of our consumers.â€
Added Samrat Chengapa, Senior Vice President, Dentsu Communications India: “TVS Jupiter has been offering ‘zyada’ year on year and the new Jupiter Classic with its stellar looks backed by the legacy of “Zyada ka Fayda” is definitely a classic all the way. We hope to get an excellent response from the market with this campaign.â€
TVS Motor Company has launched a new campaign for its scooter brand, TVS Jupiter. In the TVC, brand ambassador Amitabh Bachchan tell consumers “Jaanchiye Parakhiye aur pai yezyadaka faydaâ€. This campaign is based on an insight – that even as kids we are aware of the need to evaluate in order to make the best choice which will translate into extra benefit – zyadaka fayda. The learning is universally applicable whether it is the selection of goodies by the kid or the right vehicle by the parents. The core of this campaign confidently calls for consumers to come and evaluate for themselves how TVS Jupiter truly gives zyadaka fayda.
Commenting on the campaign, Aniruddha Haldar, Vice President Marketing(Scooters), said “The power of this campaign resides in the simplicity of its premise and confidence in the product, TVS Jupiter. The premise being that as consumers we often do not fully evaluate the options available, though we know that it is the only way to make the wise decision. Mr. Amitabh Bachchan is sharing this insight and advising our esteemed consumers to carefully evaluate what is best for them. We are confident that post every evaluation, TVS Jupiter will emerge as the best option because it has always delivered on its promise of zyadaka fayda.â€
Leading two-wheeler auto major TVS Motor Company has appointed Lowe Lintas Bangalore to handle the creative mandate of its popular brand TVS Sport. The agency was appointed after a multi-agency pitch that was held in Bangalore recently.
TVS Sport is a leading commuter brand in the TVS portfolio and has been witnessing promising growth over the years. The brand has grown at a CAGR of 5% since 2010 and is currently at 12K MA with a 3.4 per cent market share YTD 2015-16. In the current market scenario, the product differentiates itself from competition by giving consumer a great mileage that is derivative of a long-life Duralife engine and which comes at an affordable price. To popularize its many offerings, the brand has been leaning on Virat Kohli who is the brand ambassador for TVS Sport. The mandate for Lowe Lintas Bangalore would be to continue rendering the promise of TVS Sport being a popular and affordable choice for consumers.
Arun Siddharth
Commenting on the creative partnership, Arun Siddharth, Head – Motorcycle Marketing TVS Motor Company said, “TVS Sport is one of the most important commuter brands in the TVS Motor Company motorcycle portfolio. With more than 2 million proud consumers, it is our endeavor that TVS Sport is the brand that consumers in the segment love and identify with. Based on the work received from the multi-agency pitch, we found Lowe Lintas Bangalore’s ideation and planning effort along with strong yet grounded team to be a perfect fit for the job at hand. We look forward to putting out meaningful creative work that will spur consumer interest and affiliation towards our popular offering TVS Sport.â€
GV Krishnan
Already an established entity, TVS Motor Company is the third largest two-wheeler manufacturer in India and one among the top ten in the world, with annual revenue of more than Rs. 10,131 crore in 2014-15 (around USD 1.6 billion). It is the flagship company of the USD 7.29 billion (in 2013-14) TVS Group. The company has a production capacity of 3 million 2-wheelers & 1.2 Lakh 3-wheelers a year. TVS Motor Company Ltd (TVS Motor), member of the TVS group, is the largest company of the group in terms of size and turnover.Sharing his views on the winning the mandate, GV Krishnan, President – Lowe Lintas Bangalore said, “Unquestionable category expertise, great lineage and impeccable values; TVS is that perfect partner that brings out the best from an agency like Lowe Lintas. Our task would be to create brand love and get TVS Sport to be most preferred brand in a category that is crowded and where the consumer is extremely discerning and knowledgeable. We’ve already got the best minds in our agency start work on the brand and we’ll stop at nothing but magic.â€
TVS Motor Company has recorded a healthy growth trend in recent months. Total two-wheeler sales of the company increased from 215,244 units in the month of August 2014 to 216,781 units in the month of August 2015. Furthermore, domestic two-wheeler sales for the month of August 2015 stood at 183,653 units against 188,129 units in the month of August 2014.
With steady growth, expansion and diversification, TVS commands a strong presence in manufacturing of two-wheelers and auto components. It also has vibrant businesses in the distribution of heavy commercial vehicles, passenger cars, finance and insurance.
Dentsu Creative’s latest innovation ‘The Responsible Manhole’, a road safety initiative in partnership with the Brihanmumbai Corporation (BMC) and TVS Motor Company addresses the critical issue of open manholes in the city.
TVS Motor Company has introduced a new ad campaign for TVS Jupiter Classic. Conceptualised by Dentsu India Pvt Ltd, the film features brand evangelist Amitabh Bachchan, who highlights the value of relationships, which are unchanging yet contemporary, just like TVS Jupiter’s promise of ‘Zyada Ka Fayda.’
