BBH India Brings Back The Fun Of Two Wheeler With TVS Wego
Conceptualizes 360 degree campaign that makes the scooter ride so much more playful; watch the TVC here.
Neha S | Delhi | February 16, 2011
TVS has recently launched the Wego, India s first scooter with Body Balance. With the launch of the new TVS Wego television commercial, the communication brings back the fun and spontaneity of the scooter for the edgy new urban couple who should look at the scooter as the most efficient and enjoyable way to travel in the city. The Wego s unique Body Balance allows the weight of the scooter to be distributed evenly making it a sturdy and safe ride around the city.
Partha Sinha, Managing Partner, BBH says, “The Wego is designed specifically for urban couples. It's packed with enough to please Him and Her. We wanted to amplify this product narrative with a relevant social meaning. It was staring at us in our face. Being the most fun to ride bike in the market, it was an antidote to an otherwise highly stressful urban life. The task was to place the core feature Body Balance in an invitational world of play.”
And the commercial does exactly that it makes the scooter ride so much more playful.
Subhash Kamath, Managing Partner, BBH says, “This is easily the most enjoyable piece of advertising I ve been a part of in a long, long time! Right from the brief to the creation to the execution, it has been so much fun. Hats off to the entire team for making a bold leap, and hats off to our client for encouraging and supporting such brave work!”
According to the TVS spokesperson, “Scooters are coming back as urbane cool way to move in cities. Since, scooters are used by both men and women, and we have positioned Wego as a brand that enhances intimacy and play in relationships. BBH has some up with a very provocative ad that I expect to make Wego and scooters in general, more cool and buzzy. BBH has also married international sensibilities with incisive insights on the Indian couples to make this one of the more memorable ads we are likely to see on television this summer.”
The creative team at BBH includes Russell Barrett, Darshan Choudhari and Sundar Iyer. The commercial is produced by Kiss Films.
Talking about the commercial, Russell says, “The TVS Wego is designed different. It breaks a few category conventions and actually has something real and unique about it. We cracked a fairly simple idea and packed it to the brim with unexpected surprises. Every little element has been thought through and crafted. From the action and characters to the styling, casting and movements. Even the music (created by Ashu of Blue Frog) is a stylized jugalbandi of sorts that brings the strange and slightly quirky competition to life. Over all there s enough to give everyone something to chew on over several viewings. We had a fabulous director on board in Julien , who came with a huge reputation (Smirnoff Tea Partay, Yeo Valley and some of the funkiest music videos of our time.) and he really made the whole commercial so much cooler.”
The commercial actually depicts the spontaneity of two young couples and how they compete with each other to be the more intimate and edgy . The music and the treatment have tried to capture the nuances of north and south to build some cinematic tension and make the competition more relevant and entertaining.
Says Russell At the end of it all, “We're pretty sure people are going to get that the TVS Wego has got Body Balance. And that Body Balance can make some pretty cool stuff happen. How much more technical can you get?”
The print campaign for the Wego started end January, and will continue to support television. The media duties are handled by Madison, Bengaluru.
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