TVS has positioned Ronin as the industry's first ‘modern-retro’ motorcycle made for those who dare to live the #Unscripted way of life. Its brand philosophy- Live the Unscripted life - stems from the motorcycle’s capabilities, in the city and on the open road.
The motorcycle has been engineered ground up with unique tech features like Dual channel ABS, Rain and Urban modes and Bluetooth connectivity with voice and Ride Assistance, in a retro design package, shared TVS.
To promote the motorcycle range, TVS has launched a video featuring the rock band Girish and the Chronicles, and the Sufi band Kabir Café. The film brings to life the world of possibilities that arise when the ‘modern’ and ‘retro’ worlds come together.
TVS Ronin understands its customers and their key affinities when it comes to connecting with them across all touchpoints. “Music, travel and social connections are key motivations for the TVS Ronin customer and the brand connects all these dots seamlessly through unscripted experiences. The video taps into the personality traits of the TVS Ronin customers through the protagonists who are enthusiastic, curious, spontaneous and build connections with other like-minded riders along their journey,” said TVS in a statement.
Vimal Sumbly, Head Business - Premium, TVS Motor Company, said, “The TVS Ronin motorcycle has been designed from a blank canvas to reflect the spontaneous, fluidic, versatile and multi-faceted young rider of today. We want our viewers to know there is no right or wrong while living life on your terms. The brand inspires them to explore new things and varied experiences in life without fearing the result. We want them to live the #Unscripted life. And with the TVS Ronin, we are opening many possibilities for them to do it.”
Govind Pandey, CEO of TBWA, India, the agency that conceptualized the idea for the brand, said, “TVS Ronin, the motorcycle defies categorisation. It appeals to modern day ‘Ronins’ who refuse to be boxed, people who are open-minded about possibilities. People who have a knack for making connections between seemingly unconnected people and situations . And creating unexpected surprises. This film represents a serendipitous merger of two genres that ends up creating something unexpectedly delightful.”
The video has gone on air on various platforms – the soundtrack “Malang Musafir” will also be made available for viewers to enjoy as they live the #Unscritped life.
The campaign extends to print media, on-ground activations, social channels and other digital platforms bringing alive the integrated marketing campaign.
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