TVS Motor Company has rolled out a campaign for its scooter Jupiter. The campaign has been conceptualised by Dentsu Communications and includes a TVC, featuring Bollywood icon Amitabh Bachchan.
It opens with Bachchan explaining that 'Zyada' (more) is such a small word, but there are some people who truly want to do something more as they start out every day. He then asks, 'Why do people look to push themselves to do something more?'
People from different walks of life riding a Jupiter answer the question. A man places a football in the storage compartment, saying he does it for his child. A man and his elderly father stop at a fuel station. As the father is about to get off the bike to fuel, the son asks him to stay seated. He doesn't need to, with the Jupiter's fuel tank. The rider says he does 'more' for his father. We then a see a young man, riding the Jupiter, as the pillion rider holds a Ganesha idol. The rider takes off his helmet to reveal he's wearing a Taqiyah (cap worn by muslim men), and says he's doing this for his neighbourhood. A man rides the bike by the country side and says he's doing it for his village, after delivering medical supplies. Another young man picks up trash from the middle of the road and throws it into a dustbin and says he's doing it for his city. The last scene features an army man saying bye to his wife and young daughter, stating that he's doing it for the country. It ends with shots of different people riding the Jupiter and the message 'Zyada ka fayda'.
Aniruddha Haldar, vice president – marketing, TVS Motor Company, said, “TVS Jupiter is crafted for the Indian man. A common thread connecting them across the diverse geographies and cultures of India was their willingness to strive for the happiness of their dear ones, in every aspect of life, almost like a life mantra, 'Apne se bhi zyada apnon ke liye'. TVS wanted to salute and recognise this spirit of the Indian man and hence crafted the TVS Jupiter for him and brought in Mr. Amitabh Bachchan, the defining icon of the Indian psyche as the brand philosophy evangelist."
Simi Sabhaney, CEO, Dentsu Communications, Bengaluru, said, "TVS Jupiter celebrates the selfless spirit of a common man whose small everyday acts for others, are by no means ordinary. Needless to add, this story had to be strung together by none other than Amitabh Bachchan.”
Samrat Chengapa, SVP – client servicing, Dentsu Communications, Bengaluru, added, "The campaign is a collection of montages across India that reflect the very essence of the everyday Indian man, who selflessly lives an existence for the benefit of the people who are dearest to him. Simply put that’s his greatest joy 'Apne se bhi zyada apnon ke liye'. Mr. Amitabh Bachchan brings out this insight beautifully with his credible stature. The scooter stands for this at a rational platform as it is truly a 'Zyada ka fayda' product in all respects.”
The campaign, which broke on 5 February 2016, includes print, outdoor, digital and cinema legs.
Client: TVS Motor Company
Creative agency: Dentsu Communications
National creative director: Vipul Thakkar
Creative team: Vipul Thakkar, Ajesh N, Nikhil Narayanan
Account management: Samrat Chengapa, Ashwath Kumar, Manoj Rajpurohit
Directors (film): Shoojit Sircar, Kopal Naithani
Producer: Ronnie Lahiri, upriya Macwan
Production House: Rising Sun Films
DOP: Laxman Utekar
Music credits: Abhishek Arora
Editor: Shekhar Prajapati, Rodney Ee
Post production studio: Prime Focus, Pixion