TVS Tyres uses emotional pitch to deliver 'safe ride' message

Conceptualised by Rediffusion Y&R, the stunning TVC shows a soldier riding in extremely difficult mountain terrain to deliver letters to fellow soldiers

Sohini Sen | Mumbai | March 27, 2014

Click on the image to watch the TVC.

TVS Tyres' new campaign tugs at the heart-string, without moving away from the brand promise. Created by Rediffusion Y&R, the campaign titled 'Letters' plays up the durability factor of TVS tyres.

The brand, known for its two- and three-wheeler tyres, decided to brings out the importance of hi-performance and toughness in an emotional setting. The focus was to build the brand as the best travel companion, whatever may be the road condition.

“The brief we received was to convey that TVS tyres can endure any situation. But at the same time we didn't want to make just another tyre ad. We consciously stayed away from sentimental and bravado messages which is usually the norm. It was essential to keep it real, especially since TVS tyres are used by a large chunk of the middle class in India,” explained Ananda Ray, National Creative Director, Rediffusion Y&R.

The challenge in this case was to make it clear that TVS Tyres understands road conditions in India. Therefore, only a tough tyre can last in the rugged terrains and potholed roads all over the country.

The TVC opens with an Army jawaan on a bike riding through mountain roads. He crosses through rugged terrain and rocky paths, rickety bridges and rivers – handling himself and his package easily. Although a gust of wind threatens to dislodge him, burdened as he is by the sacks on his bike, the tyres don't waver. At times he has to race the bike up a particularly steep incline to keep his momentum going and then brake abruptly at the top to avoid toppling over – and we see the tyres partner him in that struggle. They smoothly pick up speed and just as comfortably, stop the moment the brakes are applied.

A voiceover in the background says: 'When a voyager is not afraid of the voyage, when we start our journey without worries, when the traveller will not be scared by the challenges on the road, then a way will always be found.' The film ends with the jawaan delivering several letters to his fellow jawaans and the voiceover repeats 'Koi toh rastaa zaroor niklega' (some way will always be found).

The film was shot by 7 Films and directed by Lloyd Baptista.

P. Vijayaraghavan of TVS Tyres said, “Trust and dependability has always been the forte of TVS Tyres and that is what has helped us forge a strong bonding with our large customer base. The campaign is an attempt to amplify the same message across different media platform and our creative agency has come up with the right connect to bring out the message of trust, dependability, bonding and emotional connect.”

The TVC hit screens on March 8 and was followed by outdoor. There are several plans for print, radio, cinema and ambient media in the next two months.

The TVC:

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

Credits:

Client: TVS Tyres

Creative Agency: Rediffusion Y&R

Creative Director: Ananda Ray

Director: Lloyd Baptista

Producer: Ravneet Mahajan

Production House: 7 Films

Music credits: Kabir Shah

Sohini.Sen@BestMediaInfo.com

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