TVS Motor Company has launched what it describes as India’s first crowdsourced motorcycle advertising film, created entirely using footage captured by TVS Raider owners. The campaign marks a shift towards community-led storytelling, placing real riders and their experiences at the centre of brand communication.
The film brings together user-generated content submitted by TVS Raider owners from across India. Riders from different regions, professions and backgrounds contributed clips, forming a collaborative narrative that reflects everyday journeys rather than scripted scenarios. The approach aligns with the brand’s positioning around individuality and participation.
The campaign is anchored in the belief that TVS Raider owners are not just consumers but active contributors to culture. By providing a platform for riders to submit and shape content, the brand positions itself as an enabler of self-expression rather than a top-down narrator.
Aniruddha Haldar, senior vice president — head commuter and EV business and head corporate brand and media, TVS Motor Company, said, “The promise of TVS Raider is about breaking the mould and celebrating individuality. With India’s first crowdsourced ad film, TVS Raider story is now fuelled by community engagement, collaborative creation and growing ecosystem of rider led content. It reflects our belief that today’s young riders are not just consuming content, they are creating it, owning it and shaping the culture around them.”
The campaign was executed in collaboration with Kinnect. Chandni Shah, CEO of Kinnect, said, “Today, relevance is earned when brands respect and participate in culture. With Raider Bros, TVS allows real riders to define the brand in their own style, building a connection that feels earned rather than imposed.”
According to the company, no other automotive or lifestyle brand in India has released a crowdsourced advertising film featuring only real consumers. By removing professional actors and scripted narratives, the campaign seeks to build credibility through authenticity and peer-driven storytelling.
The initiative reflects a broader shift towards decentralised content creation, where brands curate ecosystems rather than control messaging. The film also extends TVS Raider’s digital-first strategy, leveraging social sharing behaviour already native to its target audience.
The campaign reinforces TVS Raider’s focus on innovation beyond product features, using participation as a brand-building lever. The film is hosted on YouTube and distributed across digital platforms to maximise reach within rider communities.
