TVS Jupiter rides in with benefits of 'zyada'

The TVC created by Dentsu Communications talks about the extra features of the new scooter and has created a lot of buzz for the new scooter

Sohini Sen | Mumbai | October 30, 2013

Click on the image to watch the TVC.

TVS Jupiter is the new two-wheeler from the TVS stable which is aimed at attracting the typical family man. Keeping that in mind, Dentsu Communications has created a campaign to launch the new male scooter and establish the message that Jupiter is superior mainly because it has 'zyaada' or extra of everything.

The scooter comes with a host of features including largest leg space, large under-seat storage, pass-by switch, alloy wheels, telescopic suspension, LED tail light and a best in class mileage of 62 kmpl.

Aniruddha Hadar, General Manager - Marketing, TVS Motor Company, said, “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 more than meets our expectations.”

While making the campaign called 'Test Ride', the creative team at Dentsu thought about the target audience. The scooter will be bought by an average family man with lots of responsibilities. 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. From this understanding, the brand thought of the 'Zyada ka Fayda' message. This film establishes the scooter and how it gives you 'more'.

The TVC opens with a salesman at a two-wheeler showroom being approached by a young boy to let him test drive the new TVS Jupiter. The salesman agrees and is about the hand him the keys when the boy just puts his cricket kit in the leg space provided. An old man follows and just sits on the pillion seat and remarks about the comfort being more. A lady takes the keys next and instead of driving it, puts her bag into the under-seat storage unit and says “more space”. More such incidents occur. Finally, a man comes and after checking the scooter remarks about the number of features. Just before he can ask the salesman for a test drive, his family is revealed as the same group of people who have already tested the scooter before him! The voiceover announces: “TVS Jupiter - Zyada ka Fayda” (the benefits of extra).

Samrat Chengapa, Vice-President, Dentsu Communications, Bangalore, said, "The film shows the 'zyada' features of the scooter in an interesting manner from the point of view of the family. The communication challenge was to portray the many aspects of the scooter that made it a best in class product. Therefore, using the 'more' platform we came up with the 'Zyada ka Fayda' proposition. The campaign has been an outstanding success in its very first week of airing, and we are delighted at the response it has received, coupled with a chance to work on a product that matches its promise in every way."

The TVC:

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

Credits:

Creative Agency: Dentsu Communications

Account Management: Samrat Chengapa, Manoj Rajpurohit

Planning: Suresh Mohankumar, Sundernarayan

Executive Creative Directors: Ashwin Parthiban, Shiv Parameswaran

Copywriters: Ram and Sitara S

Director (film): Abhijit Chaudhuri

Production House: QED Films

Sohini.Sen@BestMediaInfo.com

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