TVS Tyres has rolled out a campaign underlining its dependability. The ad film has been conceptualised by Rediffusion Y&R.
The film features an army man riding through rough terrain on his bike. After washing his face at a river bank, he gets back on his bike and rides up the rocky mountain path, carrying loaded gunny bag. He and his bike (with TVS Tyres) brave the torrid terrain. He stops for the night at a campfire all alone, holding fondly to the bag. Riding through woods, snow-capped mountain roads, forest paths and gripping the dangerous curves as he climbs the mountain, he reaches his destination. The camp he arrives at has his comrades joyously welcoming him. It is revealed that he has carried letters for them from their loves ones. An inspiring voice over that accompanies the rider through the film surmises, ‘Jab raaston ki mushkilon se rahi nahin darega, tab koi toh rasta zaroor niklega’ (When the traveller isn’t afraid of the difficulties on the road, then s/he will find a way).
P Vijayaraghavan, director, TVS Tyres, said, “Trust and dependability has always been the forte of TVS Tyres and that is what has helped us forge strong bonding with our large customer base. The advertising campaign is an attempt to amplify the same message across different media platforms and our creative agency has come up with the right connect to bring out the message of trust, dependability, bonding and emotional connect.”
The campaign which broke on 8 March on TV, also has print, OOH, radio and cinema legs.
Client: TVS Tyres
Creative Agency: Rediffusion Y&R
NCD: Ananda Ray
Director (film): Lloyd Baptista
Producer: Ravneet Mahajan
Production House: 7 Films
Music: Kabir Shah