TVS repositions ‘ordinary’ bikes to position ‘premium’ Phoenix

TVS Motors recently unveiled new television campaign for the launch of brand new 125cc motorbike TVS Phoenix, a segment in which the company has been absent so far.

 

The film features a smart, young rider riding the TVS Phoenix followed by a bunch of riders on other bikes, attracting attention from onlookers along the way. The song ‘I ain't no ordinary man’ plays in the backdrop throughout the film, as the rider navigates his way through the city ahead of the pack.

 

“The thought process behind this particular campaign (main film and two follow up films) was to bring alive the ‘power distance’ between the premium phoenix 125 bike and the other ordinary bikes... This particular bike is so feature rich with its never before features (in bikes) that it clearly sets it apart from the rest. The two follow up films demonstrate the benefits of the unique series spring suspension and hazard lamps,” said Anil Thomas, regional creative director, Mccann Erickson, Bengaluru.

 

The brief was to simply reposition the existing 125cc bikes as ordinary in front of the Phoenix 125 and create a power distance between phoenix 125 and other bikes in the market, he explained. The agency churned out at least 50 scripts before they settled for ‘I ain't no ordinary man’.

 

 The film was shot in Kuala Lumpur by Jacques Stein and produced by Future East.

 

Arun Siddharth, general nanager, marketing, Motorcycle Group, TVS Motor Company, “The objective of the campaign was to position our product as being more than just an ordinary 125cc bike. The rationale was to bring out the style, first of its kind features and outstanding refinement of engine. Therefore the campaign thought of ‘India’s first Premium 125cc bike’ came very organically from the product itself.”

 

According to Siddharth , TVS wanted to bring the same rigour and detailing in the entire brand building process, starting from the early stage of understanding consumer needs, to going through every single detail on the pre-production meeting going all the way to the shoot.  ``Jacques and Anil were pivotal in the entire process and the work speaks for itself’’ he said.

 

The campaign came with its set of challenges, as Siddharth revealed: “The challenge was actually to decide what features/benefits we wanted to communicate, because clearly, the bike had too many to talk about. The briefing process therefore was a collaborative exercise of mining insights that were relevant and sharp.”

 

Credits:

Client: TVS

Agency: McCann Erickson

Regional Creative Director: Anil Thomas

Creative Director: Rathish Subramaniam

Copywriter: Anil Thomas, Mansoor Jamaal

Account Management: Namrata Nandan, Suneet John, Sandeep Hongalmat

Films: Joseph Kurien

Director: Jacques Stein

Production House: Future East

Producer: Priyanka Bangia

Music Director: Clynton Cerejo