Reinforcing the bike’s brand positioning and highlighting the fact that the bike is India’s first premium 125 cc bike, TVS’ latest campaign is a dialogue between a TVS Phoenix bike owner and his boss. The unfolding situation centers around the boss being stranded on a bridge owing to the sudden breakdown of his luxury car only to be rescued by his employee who happens to pass by. During the course of their journey, the boss gets so impressed with the young executive’s ride, that he feels compelled to ask his secretary for the young man’s salary slip in the hope of understanding how he could afford such a Premium 125cc bike.
“The TVS Phoenix 125 is loaded with premium features that have never been seen before on a 125cc bike. In fact, after winning ‘Motorcycle of the Year 2013 (125cc class)’ we had a tough time deciding on what to communicate. 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.” said Arun Siddharth, General Manager - Marketing, TVS Motor Company.
“With its never before features and some even equivalent to car-like features. We felt this should be positioned as an indicator of up-gradation. From 100cc to 125 which his perhaps an up gradation from other regular 125cc bikes.
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. It stands for an urge to change gears in life and move further ahead thus finally receiving an acknowledgement from someone superior that you are coming up in life is always the most satisfying feeling.” said Anil Thomas, Head – Creative, McCann, South.
The campaign is in effect across Television, Online, Outdoor and Print media; and has already garnered significant visibility and sales across the country.
