TVS Motor Company has awarded the creative duties of soon-to-be-launched 125 cc motorcycle brand Phoenix to McCann. An official spokesperson from TVS confirmed the development to Campaign India.
McCann already handles the Star City, Sport and Scooty brands from the TVS stable. Madison, the media AOR, will handle the media duties of the new brand, informed the spokesperson. The ad spend for the new brand for the launch phase could not be ascertained at the time of filing this report.
TVS Phoenix 125 is targeted at consumers who aspire to upgrade from just commuting to those who crave for a spirited ride experience without compromising on mileage, stated a company release.