TVS Wego is about enjoying your 'We Time'

Dentsu Communications, Bangalore, through this TVC, aims to break the clutter in the two-wheeler space and position Wego as a couple's bike

BestMediaInfo Bureau | Mumbai | June 26, 2014

Click on the image to watch the TVC.

TVS Motor has rolled out a new campaign for its brand TVS Wego, targeting young urban couples. Dentsu Communications, Bangalore, which conceptualised the campaign, had a simple brief: to establish the simple but effective brand proposition of 'We Time'.

The 45-second film beautifully portrays the essence of a true Hindu marriage, the significance of the 'saath phere', the sacred fire and the vows taken during a marriage. The ad reminds every couple of the nuptial vows they had taken, to be together in times of sorrow and happiness, to share small fights together and to cross every turning together. The TVC goes on to say that in this journey, there is a TVS Wego with them, to make their life more enjoyable.

Samrat Chengapa, VP, Dentsu Communications, said, “The film moves from the scenario of wedding vows to moments on the scooter to establish 'We Time' moments. The challenge in front of us was that in this space, where most scooters have started to take on a unisex positioning, a couple's bike needed to break the clutter and create a deeper emotional connect with the audience. We found that the idea of an 'equal partnership' is so much more than lip-service in the lives of couples today.”

Aniruddha Haldar, Head of Marketing - Scooters, Corporate Brands & Media at TVS, said, “TVS Wego is designed for the modern, urban young couple. It strives to meet a critical need of quality time together ?- 'We Time'. The new campaign showcases this effectively, beautifully using the metaphor of marriage vows. The ad is clutter-breaking, contrary to category codes, and is receiving rave reviews.”

Ashwin Parthiban, ECD - South, Dentsu, said, “TVS Wego is a sharply defined brand that celebrates the equality of roles and responsibilities between today's urban couples. The bike is designed for two, to be ridden by either. The vows taken during most Indian weddings, while walking around the sacred fire, require that both the man and the woman take turns to lead, signifying the equal part they play in their journey of life. The magical fit between this cultural truth and the brand's purpose is the stuff great creative are made of. The vows, of course, have been re-purposed to reflect the way today's young couples take tradition, and give it their own meaning.”

Other than television, the campaign is also being promoted across outdoor and print.

The TVC:

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

Credits:

Client: TVS Wego

Creative Agency: Dentsu Communications

Account Management: Samrat Chengapa, Paramasivam Shanmugam, Barath S Moorthy, Anu Subbiah

Planning: Suresh Mohankumar, Srividya Raghupathi

Executive Creative Director: Ashwin Parthiban

Director (of the film): Dadu (Abhijit Chaudhary)

Producers: Smitha Baliga & Arkoday Ghosh

Production House: QED Films

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