TVS Eurogrip's new marketing campaign positions itself as 'The Bike Tyre Specialist'

MUMBAI: TVS Srichakra Ltd, India’s leading 2 & 3-wheeler tyre company, rolled out its new marketing campaign building on the ethos of its new brand TVS Eurogrip that was recently launched. The campaign includes a new brand film that accentuates the USP of the brand as a range of specialist high-performance bike tyres.  The TVC has been conceptualized and directed by R Balki, one of India’s highly acclaimed filmmakers. The film highlights innovation, superior quality and high performance as key brand values. The TVC is youthful and crafted to connect with the millennials. 

Commenting on the launch TVS Srichakra Ltd EVP – sales & marketing P Madhavan said, “As specialists in the bike tyre domain, we are geared  to lead our customers into the future of riding, with our range of technologically advanced and high-performance TVS Eurogrip tyres. The new brand has a sporty and vibrant visual identity that connotes innovation, superior quality and high performance. The launch involves a high decibel 360-degree marketing campaign with TV, digital and on-ground activations. The new brand film highlights the long-lasting performance and technology behind TVS Eurogrip.”

The brand film is built on the fundamental insight that bikes are the only vehicles that do not have a stepney / back up tyre. It hence highlights the need for the rider to be sure of his bike’s tyres. TVS Eurogrip satiates this need as The Bike Tyre Specialist with built-in backup technology. The TVC also talks about the new technological features of the tyres. The “Stepney on Bikes…you must be joking” campaign idea has been seeing a lot of chatter in the digital space.

Speaking about the new ad film, R Balki said, “It was fun being seriously involved in a brand from the start again...talking to the marketing and technical teams, arriving at a proposition and a storyline. I normally try and avoid shooting ad films but I ended up having a blast filming this. I had the full support and understanding of the marketing team and also shot a few impromptu ideas. And for me ‘Bikes don’t have a Stepney and therefore the tyres have to be road proof’ was a simple powerful thought. All I had to make sure was that my other role in this campaign, as a filmmaker, was to capture this thought as well, and as simply as possible.”

Creative Director: Deepa Geethakrishnan

Production House: Hope Productions