TVS Motor Company has unveiled a 360-degree marketing campaign for its fastest selling scooter brand TVS Jupiter, featuring Amitabh Bachchan, who endorses the viewer’s ‘good habit’ of trying and testing all things before finalising them for loved ones. Reiterating the philosophy of “Khudh aazmaiye”, the campaign includes a TVC and spans across print, digital and OOH.
As a part of the campaign, the brand has released a TVC that opens with Bachchan taking the viewers through instances of them taking that extra “Zyada” step to ensure a fool-proof experience for their loved ones. It then flows on to narrate slice-of-life situations involving a father testing the pen before handing it over to his school-going son or a husband encouraging the wife to walk some distance in her new shoes and confirm that they are comfortable before purchasing them. It picks up an instance where a middle-aged man taps a coconut to ensure that it is how his aged father likes it, before buying it.
The film closes with shots of these people riding their TVS Jupiter as Bachchan narrates in the background that taking extra care of loved ones is a good habit and urges viewers to continue doing the same with all their purchases. He ends by asking them to test ride the TVS Jupiter before buying a scooter – Jaanchiye, parkhiye aur khudh aazmaiye!
Aniruddha Haldar, Vice-President, Commuter Motorcycles, Scooters and Corporate Brand, said, “The TVS Jupiter customer is a family man who wants the best for his family members and will go that extra mile to ensure that his decision is the right fit for them. Today, the consumers are discerning and believe in exercising the luxury of choice, especially in terms of purchase decisions, as opposed to following the herd. The power of this campaign is brought to life by its slice-of-life situations and the resonance with brand philosophy evangelist Bachchan who reassuringly tells our esteemed customers to ‘Khudh aazmaiye’ their mobility purchase in line with the same thought. Once set on that path, we are confident that they will deem TVS Jupiter as the perfect choice for their requirements.”
Vishal Nicholas, Senior VP, Head of Planning, Dentsu India Pvt. Ltd., said, “This campaign is a purposive evolution of the last year’s campaign idea – Jaanch Parakh. Under the brand’s overall promise of Zyada ka fayda, we introduced the thought of Jaanch Parakh last year as the culturally accepted route for us Indians, to making the wisest choices. This year, we took the same insight forward and reinforced it by adding the dimension of Khud aazmaana or trying it yourself as the additional step we Indians believe in taking to ensure that we make the wisest choice when it comes to our family across a variety of life situations. That’s how the new campaign idea ‘Jaanchiye parakhiye, khudh aazmaiye’ was born where Bachchan reminds us of our own careful consideration so as to get maximum value.”
The superlative features deliver extra value on every count, from providing zyada convenience (from features like external fuel filling), zyada comfort (from features like telescopic suspension), zyada storage (from a large under seat storage and long floor board) and zyada mileage.
Creative Agency: Dentsu India Pvt. Ltd.
Production House: QED Films
Director (of the film): Abhijit Chaudhuri (Dadu)
Executive Producers: Anthony Karbhari