TVS has rolled out an ad film for the launch of the 2015 Phoenix 125. The film has been conceptualised by McCann Erickson and features Telugu movie star Mahesh Babu. The film went on air on 24 June.
It begins with a man just missing his morning bus. A biker (Babu) sees this and offers the man a lift to the next stop. He spots a lady looking for an auto rickshaw. Babu offers the lady a ride and takes her all the way to her house. The film then cuts to an underground parking lot, where a man is looking for his bike. Babu comes to the rescue and helps the man locate his bike. Interspersed are key messages on the bike's features which help the protagonist achieve these things.
A voice over talks about how TVS has loaded the bike with features because people live their lives with open hearts. The film ends with the voice over saying, “TVS Phoenix. Made dil kholke.” (TVS Phoenix. Made with an open heart).
Arun Siddharth, head-marketing, TVS Motorcycles, said, “ The new 2015 TVS Phoenix is a unique combination of style, performance and features and is positioned as 'The maximum 125'. The TV campaign brings out the idea of “Made dil khol ke” in a very youthful and endearing manner.”
Puneet Kapoor, ECD, McCann Mumbai, said, "The ad dwells on living life large heartedly, living 'Dil kholke', which is always refreshing, inspiring and fun. It ties up with the TVS Phoenix as it’s a fully-loaded bike made with a generous heart that clearly reflects through the multiplicity of features, great style and performance.”
Client: TVS Motor Company
Creative agency: McCann Erickson