Campaign India Team
May 06, 2021

TVS Eurogrip are tyres for a ‘country full of turns’

Watch the campaign conceptualised by Tilt Brand Solutions here

Two and three-wheeler tyre company, TVS Eurogrip, has rolled out an integrated marketing campaign. The film showcases the brand’s range of tyres for India, a ‘country full of turns’.
The campaign stems from the consumer insight that all bike riders experience uncertainty and vulnerability during their ride at times. One of these times is when they take a turn, the time when having an efficient pair of tyres is key. The film positions TVS Eurogrip as the ‘bike tyre specialist’ that aims to help riders take any turn confidently.
P Madhavan, EVP – sales and marketing, TVS Srichakra said, “Staying true to our brand mission of providing the new age millennial rider with specialist tyre technology for his two-wheeler, we have picked an insight that we believe every rider can relate to. The Indian rider is posed with many twists and turns during his daily as well as occasional rides. We are excited to showcase how our wide range of tyres give riders the confidence and assurance that they need while taking those unforeseen turns, or when riding through a winding road. We are bringing the campaign idea alive through an impactful integrated marketing campaign.”
Rajiv Chatterjee, chief business officer, Tilt Brand Solutions, said, “During the investigative steps for this campaign what we realised from consumers was that the moment of truth for any rider is at a turn. It is on a turn when the rider gets that split second of a doubt and perhaps one of the very few moments when they actively think of the tyre. This is the moment we wanted TVS Eurogrip to own and thereby play a genuine role in the customer’s life. We especially feel happy in having been able to identify and convey a functional benefit that is geo-culturally relevant.”
Communication and brand consultancy: Tilt Brand Solutions
Production house: StudioT
Director: Avnish Bajpai
Campaign India

Related Articles

Just Published

8 hours ago

2023 Global Best of the Best Effie Awards: Leo ...

The wins come for Whisper's 'Changing the Education System to Keep Girls in School' and Cadbury Celebrations' 'My SRK Ad' respectively

8 hours ago

Anurag Agnihotri elevated at Ogilvy

Was managing partner - creative for West India

8 hours ago

Moves and wins roundup: Week of 11 December

Read about the latest news in the marcomm world including updates from Adfactors, Tgthr and Red Bull

8 hours ago

Fostering diversity isn't a mere obligation but an ...

At ASCI's D&I Edge, a panel outlined the blueprint for media professionals to authentically embrace diversity and inclusion