TVS Victor rides on comfort

Playing on the long lasting smile through the tagline 'Meelon Chalti Muskaan', the 52-second film for the all-new Victor has been conceptualised by McCann

BestMediaInfo Bureau | Mumbai | May 13, 2016

Click on the image to watch the TVC.

TVS Motors has played on the long lasting smile for its new campaign for its two-wheeler brand TVS Victor. Reinstating the long lasting smile through the tagline 'Meelon Chalti Muskaan', the 52-second film has been conceptualised and executed by McCann WorldGroup. The company has rolled out its much awaited motorcycle, TVS Victor in an all-new avatar.

In order to generate buzz around the bike and its positioning, a pan-India marketing campaign has been rolled out comprising print, digital, TV and radio ads around the central theme of 'comfort'. The new motorcycle has been positioned as a family bike as the various product features are specially engineered to deliver superior comfort to a family.

Arun Siddharth, Head, Motorcycles, TVS Motor Company, said, “We wanted the central theme of the campaign to be ride comfort, a key attribute of the product that we want to highlight prominently. TVS Victor has been positioned as a family bike engineered to deliver superior comfort to a family. So, comfort became the central guiding theme for the entire campaign and we asked McCann Erickson to reiterate this benefit by bringing it to life through real life instances around comfort, while riding on a motorcycle.”

The film opens with a young man taking his young daughter on the bike for a ride. Wearing a helmet, the little girl has been shot in close-ups to reinstate the comfort factor. Thereon, the man is shown riding with his wife from a vegetable market, picking his father from the railway station and again with the daughter, while dropping her off to school.

Partha Sinha

Partha Sinha, Vice-chairman and MD, McCann WorldGroup India, said, “Songs are associated with riding comfort from time immemorial – there's enough collective memory around that. We decided to bring alive the superior comfort of the new TVS Victor through this song. The new Victor has some great features that make its riders feel extremely comfortable and happy. In our riding song, we wove in the bike's key features in such a way that it captured the joie de vivre of the TVS Victor rider.”

 The TVC:

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

Credits:

Agency: McCann India

Chief Creative Officer: Prasoon Joshi

National Creative Director: Pradyumna Chauhan

Chief Strategy Officer: Jitender Dabas

Vice-chairman and MD: Partha Sinha

Creative Team: Ashwin Parthiban, Ketan Deshpande, Ratish Subramaniam, Puja Subbu, R Gopinath

Account Management: Nikhlesh Jhingan, Shanmugam Paramasivan, Rakshendra Rai, Hrishikesh

Director: Abhijit Chaudhuri

Production House: QED Films Ltd

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