TVS Radeon, the commuter motorcycle by TVS Motor, has rolled out a film 'Samajhdaar Ko Ishaara Kaafi hai' (an action is sufficient for an intelligent person) featuring actor Pankaj Tripathi to highlight its new offerings.
Conceptualised by Lowe Lintas, the film uses subtle humour. It opens with Tripathi and his younger brother in the living room. The younger brother wants Tripathi’s suggestion on which bike he should opt for. Tripathi moves outside the house on the front porch, where the TVS Radeon is parked and highlights the features of the bike. The features are showcased through Tripathi’s actions and without any words. The narrative lands on the communication message, ‘Samajhdar ko ishara hi kafi hain’.
Aniruddha Haldar, senior vice president, marketing – TVS Motor Company said, “Radeon is designed to deliver comfort and convenience for the everyday commute. With the addition of Reverse LCD cluster with RTMI, the bike enables you to take control of your mileage delivery. In today’s context, with rising fuel costs, this unique feature will be loved by consumers. The new film showcases the advantages of these features with subtle humour. The film beautifully captures the essence of the product, and Pankaj Tripathi delivers the message in his inimitable style.”
Sagar Kapoor, chief creative officer, Lowe Lintas, said, “In a category that is always talking about something new, our challenge was to find an interesting way to talk about the new features in Radeon. We decided that instead of spelling out all the details in a conventional way, we will leave it to the intelligence of our audience to understand what is new. That how we landed the campaign idea, ‘samajdhar ko sirf ishaara hi kaafi hai’. Pankaj Tripathi became the obvious choice to play Bhaiyyaji (brother) in the campaign because of his signature style of communicating a lot just through his gestures.”
Agency: Lowe Lintas, Bengaluru
Creative team: Sagar Kapoor, Arpan Bhattacharyya, Sahul Patri, Litna Das, Ayanangshu Lahiri
Account management: Sonali Khanna, Bhupender Agarwal, Sudeep M, Somali Bhowal
Planning team: Kishore Subramanian, Saumya Chattopadhay
Production house: Crazy Few Films
Director: Sharat Kumar
Executive producers: Viraj Gawas, Urfi Kazmi