TVS Tyres: counting on the letter-man to deliver happiness

19 Mar,2014

By a correspondent


TVS Tyres has announced the launch of its new multimedia campaign in India. The ad brings out the importance of high performance and toughness of the tyres in an emotional setting as it shows an army jawan braving difficult terrains by riding on TVS Tyres to hand-deliver letters from home to his fellow compatriots.


This is the first time that TVS Tyres has adopted a different route to showcases the ruggedness and dependability elements of the brand. The campaign has been created by Rediffusion Y&R and will be promoted heavily on television, print, outdoor, radio, cinema and ambient media over the next two months.


The TVC begins with a rider sitting near the river side. As the rider moves ahead in his journey, he is shown negotiating his way through the treacherous path in the midst of gushing water – roads washed away, roads no more than dirt tracks and rubble, roads no decent driver would risk taking. The tyres act as his companion as he tries to negotiate through a particularly hazardous patch, where a landslide has occurred, weaving his way through boulders and riding on the absolute edge of the cliff, a steep drop barely an inch away.


As evening approaches, the rider reaches a hillside town where a few army men are stationed. The driver stops, removes his helmet and opens one of the sacks and delivers a letter to one of the men standing around him. The man takes it from him, emotion writ large on his face, as he notices it’s a letter from home. He is joined by others in reading their respective letters. The film ends with the tagline “Koi toh raasta zaroor niklega”.


The film has been created by Ananda Ray, NCD, Rediffusion while Lloyd Baptista is the Director of the film. Ravneet Mahajan is the producer of the film while 7 Films is the production house.


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