New TVS Sport TVC uses Virat Kohli to connect to youngsters

WATCH the TVC created by McCann Erickson for the new bike

Jul 15, 2011 12:35:00 PM | Video | Jagadeesh Krishnamurthy Share -

TVS Motor Co. has unveiled a new TVC featuring brand ambassador Virat Kohli for their recently launched entry-level bike, TVS Sport. The campaign, created by McCann Erickson, intends to highlight the bike’s looks, features and the affordability.

Anil Thomas, executive creative director, McCann Erickson said, “This bike is the most economical option for youngsters in the category who are looking for a host of features and style. The idea behind this campaign was to showcase that the bike was so stylish that it changes your intentions.”

In this film, a girl’s father hands over the keys for the bike to Virat Kohli in a bid to change his mind from going out with his daughter. As Kohli rides around the city and becomes more and more enamoured with the bike, he sees other girls getting interested in him as he now has the magic wand but he moves on without caring much for them as well as his girlfriend who is calling him on the phone.

Commenting on the campaign, Prasoon Joshi, executive chairman and regional executive creative director APAC, McCann Erickson said, “The film is a well thought through job by the Bangalore team, and I am sure it will generate a lot of traction among the target audience.”

A second TVC is also scheduled to go on air soon.

Credits:

Client: TVS Motor Co. Ltd.
Client team: Arun Siddharth, head – motorcycle group; Shyam Mrithyunjayan, manager – marketing; Vikas Sikka, assistant manager – marketing
Creative agency: McCann Erickson Worldgroup
Chief creative officer: Prasoon Joshi
Executive creative director: Anil Thomas
Creative team: Neeraja M, Joseph Kurian
Account Management: Paul Philip, Narayanaswamy Ganeshan, Sandeep Hongalmath, Prithvi Raj
Media agency: Madison India
Production company: Whacky Films
Director: Ben Hartenstein