The light-hearted campaign emphasises TVS Sport’s promise of “Mileage” and dedication to bringing delight to its consumers
TVS Sport is one of the popular commuter motorcycles in the Indian market since its launch in 2007. It plays a significant role in Indian Commuter Motorcycle context with respect to the entry-level segment.
Consistently the brand remained true to its core brand promise of “Mileage” & creates delight to its consumers. Driven on the revolutionary ETFi technology which further strengthens the mileage proposition during BS-VI, Lowe Lintas Bangalore has conceived a light-hearted multi-film campaign.
Aniruddha Haldar, Vice President (Marketing) – Commuter Motorcycles, Scooters & Corporate Brand, TVS Motor Company said: “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!”
The multi-film campaign is shot in two unique, yet familiar, setups. The creative delivery-focused to create a unison recall towards 15% More mileage, referring to the ETFi technology that delivers 15% more mileage for TVS Sport. Both the films drive home the point about more mileage using humour as a device, making it appealing to its target group of essentially first-time jobbers.
Talking about the campaign, Puneet Kapoor, Regional Creative Officer, Lowe Lintas said: “The creative idea rides on short bursts of humour and entertainment aimed at the high-jacking conversation around numbers, in interesting settings which are relatable to our core TG, by our superior offering of 15% extra mileage.”
The films are crisp and made to deliver the message quickly, targeting many eyeballs to give the campaign scale during the cricketing season. The campaign will be promoted across online and offline channels.