NEW DELHI: TVS Motor Company has announced the launch
of its campaign "Ab life ka gear badlo" around
its newest bike 'Phoenix' with movie superstar Mahesh
Babu as brand ambassador for its southern markets.
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 round 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.
"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 McCann
south creative head Anil Thomas.
The campaign is in effect across Television, Online,
Outdoor and Print media; and has already garnered significant
visibility and sales across the country.