Scooter has been a category that has been primarily driven by women. Motorcycles, on the hand, have been the domain of the man. But this trend might be shifting, says Aniruddha Haldar, Vice-President (Marketing) Commuter Motorcycles, Scooters and Corporate Brand, TVS Motor Company.
TVS Jupiter, which recently reached the 2.5-million milestone, just five years after launch in 2013, has seen phenomenal growth in the past few years. Jupiter is also the fastest scooter to reach the one million sales mark.
“Scooter as a category is 40% female-based. However, Jupiter also recognises the growing trend of men opting to move from motorcycles to scooters owing to different reasons like congestion and traffic,” said Haldar.
Haldar said a very important reason the scooter category has been doing well in the past few years is the increasing number of male patrons. The fact that many households today have multiuse vehicles is also a contributing factor for this growth.
The brand has launched a new campaign to celebrate Jupiter’s 2.5 million milestone and for being awarded the most appealing executive scooter by J.D. Power 2018 Two-Wheeler Automotive Product Execution & Layout (2WAPEAL) Study.
The ad film titled “Taaro Se Bhi Kahin Upar” has been created by Dentsu India and features Amitabh Bachchan. Bachchan plays a “new-age” grandfather in the ad film who only makes decisions based on stars, whether it is a movie or a restaurant. When his son comes in riding a TVS Jupiter and announces that the scooter has been recognised as the most appealing executive scooter by J.D. Power, he claims that the scooter is beyond ratings.
“Consumers now-a-days are into the habit of checking reviews before making any kind if purchase or decisions and we realised that we need to tap into this human behaviour. The entire idea of ‘Taaro Se Bhi Kahin Upar’ was born out of the thinking that J.D Power gave this recognition to TVS Jupiter based on consumer review and that is above any other review out there,” said Haldar.
This will be a 360-degree campaign featuring Amitabh Bachchan, the face of the brand. And while Haldar refused to share the investment on this campaign, he did mention that this campaign will have a prominent presence on digital media with content being created exclusively for the medium.
The Ad Film:
Brand: TVS Jupiter
Creative Agency: Dentsu India Pvt. Ltd.
Creative Team: Rahul Sengupta, Nikhil Narayanan, Nagalakshmi
Films: Shernaza Rasul
Account Management: Samrat Chengapa, Ashwath Kumar, Nicholas Leen, Vaishnavi Sriram
Account Planning: Vishal Nicholas, Madhumita Chandrasekaran
Production House: QED Films
Director (of the film): Abhijit Chaudhuri (Dadu)
Executive Producers: Anthony Karbhari
Post Producer: Nagesh Mestri
DOP: Abhik Mukhopadhyay