TVS announces the launch of its Phoenix Campaign

TVS Motor Company announced the launch of its campaign "Ab life ka gear badlo" around its latest motorcycle, the Phoenix. Conceptualised by McCann, the TVC stars actor Mahesh Babu as its brand ambassador for southern markets.

TVS's latest campaign is a dialogue between a TVS Phoenix bike owner and his boss. The unfolding situation centers around the boss being stranded on a bridge owing to the sudden breakdown of his luxury car, only to be rescued by his employee who happens to pass by. During the course of their journey, the boss gets impressed with the young executive's ride and he feels compelled to ask his secretary for the young man's salary slip to figure out how he could afford such a bike.

"We wanted to speak to our prospective customers in a way that was true to what our existing customers were enjoying and focus on features that would create excitement. The customer recommendations on styling; mileage and ride quality got highlighted when we met them across the country while trying to ascertain the 'delight' qualities of the bike. This was the brief given to McCann to bring these unique features to life in a compelling and relatable manner," said Arun Siddharth, General Manager - Marketing, TVS Motor Company.

"Consumers need a handle and an outward indicator to signal that they are moving up in life faster. Hence we felt we needed to acknowledge that they indeed are progressing and "Ab life ka gear badlo" signifies just that. It stands for an urge to change gears in life and move further ahead, thus finally receiving an acknowledgement from someone superior that you are coming up in life is always the most satisfying feeling," said Anil Thomas, Head - Creative, McCann, South.

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The campaign is in effect across Television, Online, Outdoor and Print media.