TVS Motor Company launches new Corporate Campaign

TVS Motor Company has unveiled a new marketing campaign “Hum banayein, jo Aapka dil chaahe”. The campaign highlights TVS Motor Company’s Customer Centric Innovation by showcasing India’s 1^st and only dual-platform Fi technology and promising its customers that “Hum banayein, jo Aapka dil chaahe”.

 For the very first time, two Indian legends share the screen, Mr. Amitabh Bachchan and Mr. MS Dhoni.  In the campaign they introduce TVS Motor Company’s and India’s First and Only Dual Platform Fi Technology – Ecothrust Fuel Injection (ETFi) and Race Tuned Fuel Injection (RTFi). Each tailored to suit a specific customer need, ETFi delivering on superior drivability and mileage, while RTFi thrills with its throttle response and performance. 

Commenting on the campaign, Mr. 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 1^st 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.”

 Speaking about the campaign, Mr. Nitin Karkare, CEO, FCB Ulka, said, “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.”

ETFi provides enhanced overall performance across driveability, smoothness, and fuel economy.  This is present in scooters such as TVS Jupiter, TVS Scooty Pep+ and motorcycles TVS Radeon, TVS StaR City+ and TVS Sport. It is also available in moped TVS XL100.

RTFi, on the other hand, is specially designed to improve ‘real throttle feel’, performance and drivability. This technology is available in the premium segment products like the TVS Apache series and TVS NTORQ 125, in line with the demands of customers from these segments.

 The campaign debuts a new television commercial film followed by digital promotion and print.  Tentative cuts:

• 10 second teasers
• 30 second main TVC
• 20 second main TVC
• Creative Agency:  FCB Ulka
• Production House: Entourage Films
• Director: Shikha Makan
• Link:  https://www.youtube.com/watch?v=LoyXtkGqAJk
• Media Agency: Madison Communications Pvt Ltd