AdStrat: Vrooming ahead

06 Nov,2011

The Campaign:
Apache RTR 160 – Scarily Fast


The Client:


The Agency:
McCann Erickson


The Brief:

The objective was to differentiate Apache RTR 160 from all other bikes – especially in the area of performance. Keeping this in mind, the brief was to create a communication that singularly emphasizes the speed and performance of the Apache RTR 160.


Any specific advisory from the client:

Highlight the speed of the bike.


Research insights:

When the consumers and bike enthusiasts were met, they all had much to say about the bike’s daunting speed and pick-up.


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The thought process behind the creative:

Anil Thomas, Regional Creative Head, McCann Erickson, says, “The Apache RTR is not meant for everyone, but only for those who can conquer their fear of speed. When the agency got the brief, the first reaction was that of being fearful of the Apache RTR’s speed. Thus, the proposition of ‘Scarily Fast’.”


Media vehicles chosen:

“TV and Digital. While the main campaign was on TV, the digital platform was used to give an insider’s peek into what went into the making of the film through behind the scenes.”


Key issues kept in mind while executing the ad:

“The slick, dizzy treatment is intended to keep audiences on edge.”


Does the treatment do justice to the brief?

“Absolutely. The commercial is produced by Future East which is one of the top production houses in India known for their collaboration with international directors. Acclaimed automotive director Nick Piper who has made spots for brands like Chevrolet, Toyota, and Kawasaki directed the TVC and his treatment gave the film its international look and feel.”


Differentiating factor:

“What makes this film so unique is that the proposition of the bike is woven in very well with an interesting story. It has an intrigue in the beginning that continues with exhilarating bike shots in the middle that leads up to the reveal in the end. The music too we’ve chosen is hard hitting that goes very well with fast pace of the film.”


Market and client feedback and follow-ups:

“The communication has been much appreciated and awed by all. This commercial is the first of its kind from TVS Apache RTR and the response indicates demand for similar films in the future too. Kudos to our team and Future East.”


Campaign credits-

Creative Agency – McCann Erickson
Production House – Future East
Director’s Name – Nick Piper
Producer’s Name – Priyanka Bangia
Creative Director – Anil Thomas, Mansoor Jamaal and Neel Roy
Dop – Volker Schellbach
Music – Samiruddin
Edit – Meghana Manchanda


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