TVS rides on Big B’s popularity in latest campaign for TVS Jupiter

03 Mar,2016

By A Correspondent

 

TVS Motor Company has launched the latest campaign for its brand TVS Jupiter. The new ad campaign salutes and recognises the life mantra of the Indian Man – “apne se bhi zyada apnon ke liye”. The TVC has been created by Dentsu Communications and is running on-air across channels. It celebrates the dedication, hard work and the spirit of the Indian man who ‘enjoys doing more’ relentlessly through its brand philosophy evangelist Amitabh Bachchan.

 

The objective for TVS Jupiter is to be the leading scooter brand of the country by gaining a higher brand preference amongst the consumers. So, going forward, the established rational positioning of ‘Zyada Ka Fayda’ will be reinforced with an emotional pay-off of the positioning.

 

TVS Jupiter targets the rooted, middle-class Indian man. Somebody who is self-made, has endured a lot of struggles and has steadily worked his way up. His world revolves around his dear ones, in every aspect of life, and with great pride he constantly strives to do more for them.

 

Extensive researches resulted in the findings that TVS Jupiter was the TG’s Man-Friday that enabled him in fulfilling his responsibilities. It helps him get satisfaction by doing more and fulfilling his responsibilities better for his dear ones.

 

The film expresses this joy of doing more through the many ‘Zyada’ in their life – a caring father, a dutiful son, a community pillar, a responsible citizen or a dedicated patriot. Playing each of the life role is about drawing on the deepest reserves of physical, mental and emotional strength, so that your dear ones have more to build his life on. And no one understands this better than someone who has experienced this himself.

 

Each situation in the TVC has a common thread connecting them across the diverse geographies and cultures of India – their willingness to strive for the happiness of their dear ones and in every aspect of life.

 

Aniruddha Haldar, Vice President-Marketing, TVS Motor Company, said, “TVS Jupiter is crafted for the Indian Man. A common thread connecting them across the diverse geographies and cultures of India was their willingness to strive for the happiness of their dear ones, in every aspect of life, almost like a life mantra, “apne se bhi zyada apnon ke liye”. TVS wanted to salute and recognize this spirit of the Indian Man and hence crafted the TVS Jupiter for him and brought in Mr. Amitabh Bachchan, the defining icon of the Indian psyche as the brand philosophy evangelist. This beautiful creative at its core is a salute to the life philosophy of the Indian Man “apne se bhi zyada apnon ke liye” by the one icon Mr. Bachchan whom he holds above everyone else, and places the TVS Jupiter firmly as the ride of preference delivering “Zyada ka Fayda”.

 

“TVS Jupiter celebrates the selfless spirit of a common man whose small everyday acts for others, are by no means ordinary. Needless to add, this story had to be strung together by none other than Amitabh Bachchan” said, Simi Sabhaney, CEO, Dentsu Communications, Bangalore.

 

“The campaign is a collection of montages across India that reflect the very essence of the everyday Indian man, who selflessly lives an existence for the benefit of the people who are dearest to him. Simply put that’s his greatest joy “apne se bhi zyada apnon ke liye”. Mr. Amitabh Bachchan brings out this insight beautifully with his credible stature. The scooter stands for this at a rational platform as it is truly a ‘Zyada ka Fayda’ product in all respects.” said, Samrat Chengapa, Sr. Vice President-Client Servicing, Dentsu Communications, Bangalore.

 

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