TVS Apache has unveiled a new commercial to highlight the speed factor of the bike which makes it 'scarily fast'. The TVC has been created by McCann Erickson.
The TVC opens with a policeman pointing a gun at a vehicle on a bridge. As four passengers get out, the policeman stumbles as if in shock. Then in flashback we see that the policeman was leaving a cafe just when a car races by. He stops a man riding a TVS Apache and orders him to follow the car. The chase sequence which unfolds through the city's nightscape, ends with Apache overtaking the car and the policeman dismounting to finally halt it. In the next frame, a voiceover boasts, "TVS Apache RTR 160. Scarily fast."
On the marketing objective behind this communication, Arun Siddharth, head, motorcycle group, TVS Motors Company, said, “The objective was to differentiate Apache RTR 160 from all other bikes – especially in the area of performance. Apache RTR is meant for true bike enthusiasts. It’s little surprise then, that when we met our consumers, they had much to say about the bike’s speeding abilities. Keeping this in mind, we briefed the agency
to create a communication that singularly emphasises the speed and performance of the Apache RTR 160.”
On the creative front, Anil Thomas, regional creative director, McCann Erickson (South), said, "The Apache RTR is not meant for everyone, but only for those who can conquer their fear of speed. When we got the brief, our first reaction was that of being fearful of the Apache RTR’s speed. Thus,
the proposition of ‘Scarily Fast’. So we cracked a script that spelled this, and then got the best director for this kind of film. The slick, dizzy treatment is intended to keep audiences on the edge.”
Added Prasoon Joshi, executive chairman and chief executive officer, McCann Worldgroup India, "Apache RTR gives a new dimension to the aspect of speed. It’s a great and exciting product. The positioning is amplified through the communication route taken. The team has ensured that campaign and this film in particular, brings out the aspect of super speed in a unique and entertaining manner."
Client: TVS Apache
Agency: McCann Erickson
Creative director: Mansoor Jamaal, Neel Roy, Anil Thomas
Production house: Future East
Producer: Priyanka Bangia
Director: Nick Piper