McCann Erickson has created a campaign for TVS’ new bike Phoenix 125. The campaign will be spread acrosstelevision, online, outdoor and print media.
The film shows a man stranded on the road even as his chauffeur peers into the bonnet of his sedan that has broken down. He asks a junior colleague on his Phoenix 125 to drop him at the office. In the course of their journey, the boss is impressed with the comfortable ride, power and mileage of the bike. The junior colleague explains the features like series spring suspension, eco thrust engine and fully digital speedometer. A male voice over introduces the Phoenix 125 as India’s first premium 125 cc bike and says, ‘Ab life ka gear badlo’ (Now shift gear in life). On reaching the office, the boss asks his secretary to give him the young man’s salary slip.
The film has also been shot with brand ambassador Mahesh Babu and actor Nasir for the South markets.
On the brief given to the agency, Arun Siddharth, general manager - marketing, TVS Motor Company, said, “We wanted to speak to our prospective customers in a way that was true to what our existing customers were enjoying and focus on features that would create excitement. The customer recommendations on styling, mileage and ride quality got highlighted when we met them across the country while trying to ascertain the ‘delight’ qualities of the bike. This was the brief given to McCann - to bring these unique features to life in a compelling and relatable manner.”
Anil Thomas, head – creative, McCann Erickson, South, explained that the features of the bike represent an ‘upgrade’ from what exists in the market. He added, “Consumers need a handle and an outward indicator to signal that they are moving up in life faster. Hence, we felt we needed to acknowledge that they indeed are progressing and 'Ab life ka gear badlo’ signifies just that.”
Credits
Client: TVS Motor Company
Agency: McCann Erickson
Regional creative director: Anil Ralph Thomas
Vice president and general manager: Vijay Jacob
Strategic planning: Jitender Dabas, Vishal Nicolas
Copywriters: Anil Ralph Thomas, Ketan Deshpande
Account management: Suneet John, Asha Ramachandran, Ankit Nindra
Director: Anand Iyer
DOP: Sejal Shah
Production house: QED Films
Producer: Smitha Baliga
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