'Never challenge a Roadeo', TI Cycles tells young bikers in new ad

Lowe Lintas' new ad campaign for the company strikes a balance between digital games and real world playground while adhering to the positioning of the brand

BestMediaInfo Bureau | Mumbai | May 24, 2016

Click on the image to watch the TVC.

Lowe Lintas has created an ad campaign for TI Cycles' Hercules Roadeo. The campaign positions the bike as cool, which eventually catches the admiration of teenagers.

The insight for the campaign was derived from the idea that urban children between the age group of 8-14 strive to be the 'coolest' one in their peer group. Sticking to this concept, the agency came out with this campaign which will appeal to the young guns.

Commenting on the new campaign, Arun Alagappan, President, TI Cycles of India, said, “We needed our brand Roadeo to keep up with the ever-changing consumer and look cool and contemporary. It needed to connect with today's teenagers, thus, the new brand idea of 'Never Challenge a Roadeo' was born. Credit goes to the team from Lowe Lintas Chennai for understanding the mandate and delivering an exciting thought that is sure to resonate with the new-age Roadeo consumer.”

The objective was to showcase Roadeo as the key partner to overcome any challenge with the help of stunts and gain recognition of peers.

Sharing his thoughts on the creative execution of the campaign, Bikramjeet Ghosh, Executive Creative Director, Lowe Lintas, Chennai, said, “In a time when teens spend most of their time immersed in their devices, healthy competition between friends has jumped from the playground to the screen. It was challenging to find a contemporary and fun way to show how a kid overcomes a challenge in the real world rather than the digital world, which leaves his buddies awestruck. The story captures two interests of any boy – stunts and video games, which resonate in the hearts of our target audience.”

Already seen as a stunt-ready bike among the teens, both in the way it is made and also its looks, Roadeo plays an instrumental role in setting one apart from the rest in terms of style and swagger.

By bringing together two elements of interest to teens -- action-packed stunts and video games-- the campaign infuses a sense of excitement and adventure while positioning the key message of the brand 'Never Challenge a Roadeo'.

In the video, a teenager is shown playing a video game on the phone while peers look on. He wins the bike video game, only when another teenager comes on the Roadeo bike. The boy playing the video game challenges him to get a better score than him in the game. Instead of choosing to play the video game, the teenager on the bicycle starts showing stunts on his Roadeo bike. While he is showing stunts, an imaginary graphical display of coins or bonuses occur, which the boy collects by touching them with the tyres of his bike. Towards the end, it is shown that the boy collects the maximum coins and attains high score and become friends with other children. Later, to all the teenagers' admiration and envy for the bike, the ad ends with the keynote 'Never challenge a Roadeo'.

The campaign will span across popular offline and online channels. The video is already been visited more than 1.2 lakh times on Youtube.

The TVC: 

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Company: TI Cycles

Brand: Hercules Roadeo

Agency: Lowe Lintas Chennai

Creative: Arun Iyer, Bikramjeet Ghosh, Gowthaman K, AC Ashok, Ravikrishna S

Business: GV Krishnan, Varghese John, Debapratim Moulik

Planning: Rahul Bandi

Production House: QED Films

Director: Ruchi Pande

Info@BestMediaInfo.com

Info@BestMediaInfo.com