TVS Motor Company has rolled out a film for its commuter bike Victor. Conceptualised by McCann Worldgroup, the film builds on the smiles campaign rolled out earlier this year.
The film opens with a man entering his house to see his daughter looking sad. His wife gestures towards an open, empty cage. The man figures that the bird inside it has flown away. The young girl confirms, 'Mitthu udh gaya' (Mitthu has flown away). He glances at his bike and tells her that they too can take wing, and go looking for Mitthu. As the duo ride, they spot the parrot flying. Features of the bike are showcased through supers. As they ride out of town, they see the parrot joining several others. The man asks the daughter whether she wants to take Mitthu back home. The girl sees the parrot in familiar surroundings and tells her father that they should leave her pet there, with its friends. The film ends introducing Victor, for when the smiles of our own is the biggest responsibility.
Arun Siddharth, vice president – marketing, motorcycles, TVS Motor Company, said, “The brief given to the agency was to showcase TVS Victor as ‘Guarantor of smiles’ and we think that this beautiful story of a father’s conviction to bring smile back on his daughter’s face has attached the emotion. Victor is designed for the family man. Hence has a great combination of pick up, mileage and comfort. The ad is about how Victor helps a father put a smile on his daughter's face.”
Prasoon Joshi, chairman, McCann Worldgroup Asia-Pacific, and CEO and CCO McCann Worldgroup India, said, “The idea is hinged on the power of a smile that can change situations and create memorable experiences. A father-daughter relationship appropriately depicted this beautifully in the new TVS Victor campaign.”
Client: TVS Motor Company
Agency: McCann Worldgroup Bengaluru
Head of agency: Dileep Ashoka
Creative: Ashwin Parthiban and Ketan Deshpande
Planning: Aditya Jaishankar and Ankit Sharma
Account management: Nikhlesh Jhingan, Supreeth Murthy and Rakshendra Rai
Production house: Stillwater films
Director: Jerald Packiaswamy
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