TVS Motor Company unveils campaign for TVS Jupiter - ‘Dil Ka Mileage’
TVS Motor Company has unveiled the marketing campaign for their flagship scooter– TVS Jupiter. Titled ‘Dil Ka Mileage’, the campaign debuts a new television commercial film for the brand.
True to TVS Jupiter’s ethos of ‘Zyaada ka Faayda’, the film showcases nuances of people going the extra mile for their loved ones.
‘Dil Ka Mileage’ explores the story of a father, who drops his daughter for her cricket practice astride his TVS Jupiter, and is mindful to handover the safety gear. The frame then moves to a husband, navigating through narrow lanes, to cater to his pregnant wife’s pani puri cravings and ensuring she is comfortable on the way. It also captures a moment from a young man’s life as he waits on a highway to pick up his father arriving on a late-night bus and is rewarded with an expression of delight as the father disembarks.
The film closes with Amitabh Bachchan, the brand philosophy evangelist of the brand say, “Jab apno ki muskurat khushiyo se bhar deti hai dil… toh usse Dil Ka Mileage kehte hai.”
Set amidst the historical and culturally vibrant backdrop of Lucknow, the TVC reaffirms that it is the little things we do for loved ones that go a long way in creating happiness.
Commenting on the ad film, Mr. Aniruddha Haldar, Vice President (Marketing), Scooters, Commuter Motorcycles and Corporate Brand, said, “We have known that mileage has always been the overriding concern for the Indian Commuter. However, we believe this concern is from a strong desire to do more, achieve more, go that extra mile – especially for their loved ones. Hence this concern for mileage is based on the need to clock more and more “Dil Ka Mileage”, through going that extra mile for their loved ones. TVS Jupiter is their preferred ride, not only because of its performance, including mileage, but for sharing the belief in “Dil ka Mileage”. We are confident that our consumers will be increasing their “Dil Ka Mileage” on every ride with their TVS Jupiter.”
“The idea was to elevate the brand from talking about just mileage of the scooter to what the man does with it. Mileage tells how far the scooter would go but Dil Ka Mileage tells you how far would the man go for his near and dear ones. The film celebrates the family man who everyday selflessly does little but important things for his loved ones that make them smile.” said Krishna Mani, Executive Creative Director – South, Dentsu Network Advertising Private Limited.