TVS Motor Company has unveiled a new campaign for its flagship electric scooter, TVS iQube, reinforcing its positioning as ‘India’s favourite family EV’. Built around themes of trust, scale and everyday relevance, the campaign reflects the brand’s effort to deepen its connection with Indian households while expanding the narrative around electric mobility.
The campaign celebrates the relationship between the TVS iQube and more than 850,000 Indian families, positioning the product as an integral part of daily life. It marks one of the brand’s largest television-led initiatives, supported by a high-impact media rollout across marquee properties including the Indian Premier League and movie integrations. This multi-platform presence is designed to deliver scale and visibility across diverse markets.
Saurabh Kapoor, vp – marketing, EV business, TVS Motor Company, said, “We have always believed that meaningful innovation is rooted in the customer needs. TVS iQube’s journey has been built on the trust of lakhs of customers who have made it an integral part of their everyday lives. This campaign is a natural progression of that journey, strengthening our positioning as India’s favourite family EV. As we take this story to a national stage through television, including marquee platforms like the IPL, we are confident it will resonate deeply with audiences and further accelerate EV adoption across the country.”
The campaign film is rooted in everyday Indian contexts, capturing the multiple roles the TVS iQube plays across family routines. From school drops and office commutes to shared leisure moments, the narrative transitions across different family members, positioning the scooter as a versatile mobility solution. The storytelling integrates product features within relatable scenarios, highlighting elements such as pillion backrest, hill hold assist, low running costs, smart connectivity and large under-seat storage.
At its core, the campaign delivers the message: “Behind every person’s journey, is an entire family. And behind every happy family - is a TVS iQube.” This line anchors the communication in emotional storytelling, shifting focus from individual riders to collective family experiences, a key insight in the Indian mobility market.
The campaign also reinforces the product philosophy built on three pillars: power of choice, peace of mind and simplicity of operating. These are communicated through the availability of multiple range options, connected capabilities and colour variants, alongside safety standards and a streamlined ownership experience. The messaging aims to make electric mobility more accessible and relatable to a broader consumer base.
Currently available in over 1000 cities and through more than 3300 dealerships, the TVS iQube has established a significant footprint in India’s EV ecosystem. The campaign leverages this scale to strengthen brand recall and accelerate category adoption through mass media engagement.
By combining high-reach television placements with insight-led storytelling, TVS Motor Company positions the TVS iQube as a practical and emotional choice for families. The campaign underscores a shift in EV communication, moving beyond technology and sustainability to highlight everyday usability, trust and shared experiences.
