TVS Jupiter is about “Apne se bhi zyada”

Conceptualised by Dentsu Communications, the new campaign extends the philosophy of 'Zyada ka Faayda' using Amitabh Bachchan a narrator connecting real life stories

BestMediaInfo Bureau | Mumbai | March 7, 2016

Click on the image to watch the TVC.

Dentsu Communications has launched another campaign for TVS Jupiter, a two-wheeler brand from TVS Motor Company, saluting and recognising the efforts of the Indian man. The campaign uses brand philosophy evangelist Amitabh Bachchan to connect many short stories through a poetic script.

The campaign is spread across all media platforms including TV, outdoor, digital and radio. Sporting the tagline "Apne se bhi zyada apnon ke liye", the ad film not only celebrates the spirit of existing Jupiter owners but also aims to scale newer heights by influencing new consumers to become a part of the TVS Jupiter family. The 60-second film also has edits of 45, 30 and 20 seconds.

The objective for TVS Jupiter is to be the leading scooter brand of the country by gaining a higher brand preference amongst the consumers. So, going forward, the established positioning of 'Zyada Ka Fayda' will be reinforced with an emotional pay-off of the positioning. The brief given to the agency was to reinforce the positioning of 'Zyada Ka Fayda' through true testimonials that prove Jupiter is the preferred choice across India.

Aniruddha Haldar, Vice-president, Marketing, TVS Motor Company, said, “TVS Jupiter is crafted for the Indian man. TVS wanted to salute and recognise this spirit of the Indian man and hence crafted the TVS Jupiter for him and brought in Amitabh Bachchan, the defining icon of the Indian psyche, as the brand philosophy evangelist. This beautiful creative at its core is a salute to the life philosophy of the Indian man – “Apne se bhi zyada apnon ke liye" – by the one icon whom he holds above everyone else, and places the TVS Jupiter firmly as the ride of preference delivering 'Zyada ka Fayda'.”

“The campaign is a collection of montages across India that reflects the very essence of the everyday Indian man, who selflessly lives an existence for the benefit of the people who are dearest to him. Simply put, that's his greatest joy, amplified by 'apne se bhi zyada apnon ke liye'. Amitabh Bachchan brings out this insight beautifully with his credible stature,” said Samrat Chengapa, Senior Vice-president, Client Servicing, Dentsu Communications, Bangalore.

Extensive research brought out that TVS Jupiter is the TG's man Friday that enabled him in fulfilling his responsibilities. It helps him get satisfaction by doing more and fulfilling his responsibilities better for his dear ones.

“TVS Jupiter celebrates the selfless spirit of a common man whose small everyday acts for others are by no means ordinary. Needless to add, this story had to be strung together by none other than Amitabh Bachchan,” said Simi Sabhaney, CEO, Dentsu Communications, Bangalore.

The film opens on Amitabh Bachchan saying “Zyada”. It is such a small word but there are some people who truly do 'zyada' (more). Wearing their responsibilities as a crown, shouldering the trust of dear ones, they start out every day to do 'zyada'.

Why this 'zyada'? Then we see men from different walks of life answering this question. A responsible father buys a football for his daughter and says, “Mere beti ke liye”. We then see a dutiful son stop by a petrol station with his old father sitting as pillion. Thanks to the convenience of external fuel filling, he doesn't let his father get down from the scooter and says, “Mere Babuji ke liye”. We see a young guy who helps his 'mohalla' (neighbourhood) by bringing the Ganesha idol to celebrate the festival, saying, “Mere mohalla ke liye”. Many such examples follow in the film as it provides quick pan-India shots of different people riding the TVS Jupiter, across lanes, bye-lanes and different terrain. The film comes to a climax with Bachchan returning to the screen saying “Zyada” is not merely a small word.

 The TVC:

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

Credits:

Client: TVS Motor Company

Creative Agency: Dentsu Communications

National Creative Director: Vipul Thakkar

Creative Team: Vipul Thakkar, Ajesh N, Nikhil Narayanan

Account Management: Samrat Chengapa, Ashwath Kumar, Manoj Rajpurohit

Directors (film): Shoojit Sircar and Kopal Naithani

Producers: Ronnie Lahiri and Supriya Macwan

Production house: Rising Sun Films

DOP: Laxman Utekar

Music credits: Abhishek Arora

Editor: Shekhar Prajapati and Rodney Ee

Post production studio: Prime Focus and Pixion

Campaign elements: TVC, Print, Outdoor, Digital, Cinema

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