TVS Tyres rides on young, transforming India to showcase new identity

TVS Tyres has rolled out a TV commercial around its ‘Nayi soch nayi pehchaan’ ( new thought, new identity) thought. The campaign follows a print  campaign announcing the brand’s new identity, was conceptualised by Rediffusion Y&R, and first aired on 23 March.

The film seeks to establish the change in brand identity and reveal the new logo. 

It begins with an eagle flying high looking down at a group of young bikers. The film zooms down to the group of riders (carrying brooms), who are seen making their way across ‘kuccha’ (uneven) rural paths. The tyres negotiate the tough terrain as they go through gravel, water etc.  Reaching a village, the group goes around helping locals clean the streets.

The film then cuts to a city where two children struggle to cross the road -- two riders go to the aid of the kids.

The final scene is of a newlywed couple using bikes instead of the customary horse carriage (or car) to make their exit together.

The film is accompanied by a soundtrack that talks about the changing mindset of India.

P Vijayaraghavan, director, TVS Srichakra, said, “The 'Nayi soch nayi pechchaan' TV campaign is an apt extension of our new brand identity that we unveiled recently. Like the old saying goes 'Change is Constant’, and adapting to this constant change is vital and connecting with the youth of the country who are leading this change is key to staying relevant in their minds. This is what our TVC has attempted to do; the freshness of the change, the mass appeal of simple ideas and the powerful visuals bring alive this thought’."

Komal Bedi Sohal, chief creative officer, Rediffusion Y&R, commented, “We wanted to do work that would resonate with the younger TG and refreshed the perception of TVS Tyres in their minds. And I think our film does just that. It mirrors the way they live their lives; carefree without being irresponsible, strong but emotional too, modern yet traditional in many ways.”

The campaign will also straddle outdoor, radio and cinema.

Credits
Client: TVS Srichakra
Creative Agency: Rediffusion Y&R
Director (of the film): Indrajit Nattoji
Producer: Indrajit Nattoji
Production house: Blink Pictures