Says BBH India managing partner Subhash Kamath, "We went beyond the brief and presented a broader long-term platform for the brand and not just an advertising solution. We believe it was true ‘black sheep‘ thinking and has the power to redefine the category."

Adds managing partner Partha Sinha, "TVS has the history of defying category conventions with product innovation. This is the kind of brand we always feel excited about at BBH. We want to partner TVS in taking a fresh and innovative look at two-wheeler communication."

The other clients recently added in the BBH stable include Vaseline, Diageo and Star CJ.