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TVS' Phoenix campaign ropes in Mahesh Babu brand ambassador in south India

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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.

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