TVS Motor Company has unveiled a new campaign for its scooter Jupiter. As part of the campaign, an ad film conceived by Dentsu Communications themed ‘Test Drive’ went on air on 4 October.
The film announces the launch of the new scooter, and aims to establish that Jupiter is a superior scooter mainly because it has more (Zyada) of a host of features.
In the film, a salesman is standing beside the scooter checking out its features. He is interrupted by a young boy who asks him if it’s a new scooter and if the boy could test ride it. The young boy places his bag at the front of the scooter even before the salesman has had a chance to respond, and says, ‘Zyada space, very good' (More space, very good). In the next few frames, an old man, a lady, a young girl and an old woman are seen admiring the features of the scooter. In the end, a man asks the salesman if he can go for a test ride. Behind him, the young girl calls out to him saying, “Papa we have already taken a test ride.” The young girl is then seen with the entire family in the last frame and the voice over says, “Zyada comfort, zyada features, zyada mileage ke saath naya TVS Jupiter, Zyada ka fayda.”
Aniruddha Hadar, GM-marketing, TVS Motor Company, said, “Conventional wisdom is that communication should focus on communicating one idea. The challenge becomes daunting when that idea is ‘more.’ TVS Jupiter offers ‘more’ in every dimension - power, mileage, comfort, convenience, space, safety and style. The way team Dentsu was able to craft this into the “Zyada ka fayda” campaign has been outstanding. The communication was differentiated, simple and engaging. The buzz around it is great. The response that the campaign is getting more than meets our expectations.”
Samrat Chengapa, vice-president, DCPL Bangalore, said, “The film establishes all the features of the scooter in an interesting manner from the perspective of the family.”
The campaign will straddle television, print and outdoor media.
Creative Agency: Dentsu Communications
Account management: Samrat Chengapa and Manoj Rajpurohit
Planning: Suresh Mohankumar and Sundernarayan
Executive creative directors: Ashwin Parthiban and Shiv Parameswaran
Copywriters: Ram and Sitara. S
Director: Abhijit Chaudhuri
Production House: QED Films