MUMBAI: TVS has launched a new campaign done by Dentsu Communications for its new scooter – Jupiter.

The campaign’s objective is to establish the message that Jupiter is a superior scooter mainly because it has a host of features.

According to TVS general manger Aniruddha Hadar, “Conventional wisdom is that communication should focus on communicating one idea. The challenge becomes daunting when that idea is ‘More.’ TVS Jupiter offers ‘More’ in every dimension: power, mileage, comfort, convenience, space, safety and style. The way team Dentsu was able to craft this into the ‘Zyada Ka Fayda’ campaign has been outstanding. The communication was differentiated, simple and engaging. The buzz around it is great. The response that the campaign is getting meets our expectations.”

Jupiter is loaded with best in class features like largest leg space, large under-seat storage, pass by switch, alloy wheels, telescopic suspension, LED tail light and a best in class mileage of 62kmpl.

The scooter is targeted at family men for whom responsibilities in life are never finite. They take up every responsibility with a sense of happiness that they can do something more for the people around them. Jupiter too, equipped with ‘More’ of everything, enjoys doing more just like the rider.

DCPL, Bengaluru vice president Samrat Chengapa said, “The film establishes all the features of the scooter in an interesting manner from the perspective of the family.”