McCann Erickson has created a new campaign for TVC Motors, to promote its Scooty Streak. Featuring TVS Scooty's brand ambassador Sania Mirza, the commercial highlights the main features of the two-wheeler.
Elaborating on the campaign, Anil Thomas, creative head, McCann Erickson said, "The brief we received was to communicate that the New Scooty Streak comes with features that make it very easy to ride and is stylish to boot."
"Taking the brief forward, we felt that if one is talking to the young, spirited and confident woman, and given that here is a bike that is stunningly stylish to look at and which is easy to ride, why would she want to be a pillion rider and take the back seat when she could have such a great riding experience herself?" Thomas adds.
Watch the TVC here:
The commercial begins with two boys sitting on their bikes, reminiscing about the days when they used to have a girl sitting behind them on a bike and how no girl rides pillion any more. The boys sigh and think about the times that the girls used to clutch them over a sharp turn or when the boys suddenly stepped on the brakes. Suddenly, the TVC cuts to a group of girls on their Scooty Streaks with Sania Mirza at the helm. The VO then highlights the features of the Streak, positioning the two-wheeler as fun to ride vehicle.
Thomas says, "The young women of India today are a confident lot. They don’t believe that they are in anyway lagging behind guys. But when you see the imagery of bikes and riding, you always see the typical clichéd visuals of men riding and the women sitting behind, their hands extended with joy. That’s passé. So the shift is from the quintessential backseat to the front seat."
The new campaign is multi-pronged, with exposure to TV, print, outdoor, viral marketing and ambient. The creative team includes Prasoon Joshi and Thomas. The film has been directed by Rajesh Krishnan of Soda Films.