Kinnect has been awarded the digital mandate for TVS Raider. The agency has been working on some other TVS Motor’s brands like TVS StaR City+, TVS Sport and TVS Jupiter. Kinnect will be responsible for driving and delivering the overall social media campaigns of the brand. The mandate includes creative strategy and execution, social media management and online reputation management. The agency will also plan and execute performance focused media campaigns for the brand across all channels.
Commenting on this development, Aniruddha Haldar, Senior Vice President (Marketing) – Commuters, Corporate Brand & Dealer Transformation, TVS Motor Company, said: “TVS Raider is targeted at consumers who are digital natives and hence it will be a digital first brand. We intend to build a strong connect with our customers leveraging digital and social platforms and Kinnect will champion this effort with their deep understanding of the medium and our brand. TVS Raider is redefining the category benchmarks in terms of engagement and buzz and we are confident that the momentum will continue to grow.”
Motorcycle brand TVS Sport has got its agency Lowe Lintas to conceive a light-hearted multi-film campaign.
Said Aniruddha Haldar, Vice President (Marketing) – Commuter Motorcycles, Scooters & Corporate Brand, TVS Motor Company: “TVS Sport over the 10 years has always strived to delight its 25 lakhs happy customers. This endeavour is taken forward with the introduction of EcoThrust Fuel injection (ETFi) technology. This results in a delightful 15% enhancement in mileage delivery! It is precisely this sense of delight that the new campaign showcases! The single mindedness of the communication reflects the single-minded focus on delighting our consumers!”
Talking about the campaign, Puneet Kapoor, Regional Creative Officer, Lowe Lintas added: “The creative idea rides on a short bursts of humour and entertainment around conversation on numbers, in interesting settings which are relatable to our core TG, by our superior offering of 15% extra mileage.”
TVS Motor Company has launched a new advertising campaign for its motorcycle brand TVS Sport. The campaign follows the journey of a young boxer from a small village straight to the National Sports Training Facility in the city.
Speaking about the campaign, Arun Siddharth, Vice President – Marketing (Motorcycles), TVS Motor Company said: “In today’s evolving India, success is not limited by geographies. The youth residing in small towns, harbour dreams of making it big in life and surpass every obstacle. TVS Sport with its unmatchable mileage, and durability gives them an edge on their path to achieving success beyond the prescribed boundaries. The film is an attempt to celebrate the spirit of such people who set their sights higher and overcome challenges.â€
Added Rajesh Ramaswamy, Executive Director, Mullen Lowe Lintas Group said: “Young Indians are determined to succeed, regardless of the obstacles in their path. We wanted to position the TVS Sport, which offers great mileage and durability, as the perfect partner for these young, go-getters who will stop at nothing to achieve their dreams. It’s a perfect fit and the ad captures both the mind-set of the youth today and the salient features of the bike.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.
