McCann Erickson's Bengaluru office has created a new multi-media campaign for the TVC Scooty's new launch of scooters which consists of two TVCs. Targeted towards young girls, the campaign has been created by Anil Thomas, ECD McCann South and his team at McCann Erickson, Bengaluru.
Tthe first TVC titled 'Make-up' shows two girls on a TVC Scooty Pep+ ride to a stop at a traffic signal. While standing at the signal one of the girls decides to do her make up and uses the windows of a car next to her as a mirror without a care in the world. As she is admiring herself and her lipstick on the car window, the y show a man behind the windows enjoying the scene until he is interrupted and admonished by his co-passenger, his wife as the Scooty girls ride off having just enjoyed being themselves.
The second commercial titled 'Cop' begins on another girl on a Scooty who is held up at a barricade put up to allow a fleet of the cars of a politician passing through. She honks at the cop manning the barricade and pleads with him to let her through but he refuses. She then starts making child like faces in-order to grab the attention of the cop and let her go. After doing it repeatedly, the cop finally doesn't know how to handle her and lets her go through to the astonishment of the onlookers. A pizza delivery boy is then shown imitating her in-order to be allowed to go, only to get a glare from the cop.
Commenting on the new range of Scooty Pep+, S Srinivas, general manager, marketing, TVS Motor Company, said, “The constant endeavour of the Scooty brand team at TVS is to try and spot emerging style, fashion and lifestyle trends amongst young women that can keep Scooty as the boldest fashion statement on the roads and in the process give our consumers newer and fresher ways to express themselves as they continually redefine the meaning of feminity.”
Commenting on the new TVC, Prasoon Joshi Executive Chairman& APAC CD, McCann Worldgroup, said, "Any outstanding campaign is due to a great collaborative effort between the client and agnecy . Team TVS and McCann Erickson have a great relationship and understanding of the brand and that gets manifested in this campaign in a great fashion."
Anil Thomas, ECD, McCann Erickson, said, “We saw an opportunity, with this collection, of going beyond the mobility factor, a look at the bold colors on offer and we wondered if we could position this collection as a fashion accessory. Yes, the bike helps you get there, but getting there looking absolutely babelicious doesn’t hurt either! So what others might find as shocking, the babelicious girl finds perfectly innocent and natural – be it a behavior or the choice of bold striking colors for a scooter. Hence, the importance of spontaneity and effervescence in the characters who think its okay to create a ruckus so that she could get past a barricade or the simple act of wearing lipstick in middle of the road”
Vishal Nicholas, strategic planner at McCann Bangalore added, “Since this was a collection of bikes 5 bright,bold colors,we tried to answer what makes girls go crazy about these bright but almost child-like colors and we stumbled upon the insight that as much as girls want to grow up into young women of substance there are also moments when they don’t want to and instead revel in their adolescence. Often this leads to a behavior that is seen as immature by others by enjoyed by girls. Eg :The use o f shocking colors such as yellow nailpaint, bright orange handbags. So to make this collection a fun and fashionable one,we decided we should legitimize this immature behavior amongst girls and let them celebrate their being that way. That’s how the creative brief “Lovably immature” was born.”
WATCH the TVCs now
Jonathan Lennard of Reel Company has directed the TVC. The campaign will also be used in the outdoor, print and digital space.