TVS Motors has rolled out a new ad film to communicate the launch of a new variant of the Victor. The film has been conceptualised by McCann Worldgroup India.
Set to a soundtrack which conveys the new features of the bike, the film opens with a father helping his young daughter sit on the bike. As his wife waves goodbye to the duo, he takes her for a ride. They ride through a market and catch the attention of onlookers, who are dancing looking at them. Then, the man goes to pick up his wife who is in a market. The extra space on the seat allows the lady to place the bag comfortably. Onlookers continue to dance. Then, the film shifts to the man riding his daughter to school. The girl has a project in hand, which isn't disturbed even as the bike goes through tough terrain, showing the dual suspension feature. Then, the man is shown getting an elderly man on the bike from a railway station. The headlight is showcased here. The film ends with the voice over introducing the new bike.
Arun Siddharth, head – motorcycles, TVS Motor Company, said, “We wanted the central theme of the campaign to be 'Ride Comfort', a key attribute of the product that we want to highlight prominently. TVS Victor has been positioned as a family bike, engineered to deliver superior comfort to a family. So comfort became the central guiding theme for the entire campaign and we asked McCann Erickson to reiterate this benefit by bringing it to life through real life instances around comfort, while riding on a motorcycle.”
Partha Sinha, vice chairman and MD, McCann WorldGroup, India said, “Songs are associated with riding comfort from time immemorial - there's enough collective memory around that. We decided to bring alive the superior comfort of the new TVS Victor through this song. The new Victor has some great features that make its riders feel extremely comfortable and happy. In our riding song, we wove in the bike's key features in such a way that it captured the joie de vivre of the TVS Victor rider(s).”
Client: TVS Motors
Agency: McCann Worldgroup India
CCO: Prasoon Joshi
NCD: Pradyumna Chauhan
CSO: Jitender Dabas
Vice chairman and MD: Partha Sinha
Creative team: Ashwin Parthiban, Ketan Deshpande, Ratish Subramaniam, Puja Subbu, R Gopinath
Account management: Nikhlesh Jhingan, Shanmugam Paramasivan, Rakshendra Rai, Hrishikesh