TVS Motor Company has appointed TBWA\India to be its agency partner to help launch its TVS Ronin.
The account was won following a multi-agency pitch.
The TVS Ronin has been positioned as a 'modern-retro' motorcycle and is TVS Motor Company’s foray into the premium lifestyle segment.
Vimal Sumbly, head business - premium, TVS Motor Company, said, "Across the world, we’re seeing a shift in preference towards motorcycles that are more approachable, more suitable for daily life, more versatile, and yet impart a distinct personality and style to the rider. The TVS Ronin represents this new direction for the motorcycle rider of today. It's not just new for us, it's new for the world of motorcycling. And we wanted to partner with TBWA, the disruption company for a new way of communication for the Ronin."
Vikas Sikka, deputy general manager - marketing, added, "TBWA India has expertise in the automobile industry. We wanted partners who knew how to disrupt all the category stereotypes and come back with communication that would be innovative and clutter breaking. With the launch, this is just the start of our partnership, and we look forward to Ronin's success."
Govind Pandey, chief executive officer, TBWA\India, said, “TVS is to be commended for creatively adapting their approach to their core product to capture a new audience and set a new tone for the motorcycle category. With many firsts in the mix, there was a lot riding on this launch. The team’s focus was razor sharp on the consumer; defining and re-defining the brand’s personality and positioning until it was just right.”