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 agency responsible for getting the communication across is Dentsu Communications. Through this piece of communication TVS Jupiter, not only celebrates the spirit of existing Jupiter owners but also aims to scale newer heights by influencing new consumers to become a part of the TVS Jupiter family.
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.
To further reinforce its position, TVS Jupiter intends to increase its sales and have a strong consumer base with evenly distributed contribution coming from all zones pan-India.
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.
The team at Dentsu Communications came up with a simple yet powerful thought "apne se bhi zyada apnon ke liye" to salute and recognise the spirit of the India man.
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.
Aniruddha Haldar, VP (Marketing) at 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 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 of 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, SVP (Client Servicing) of Dentsu Communications, Bangalore.
Campaign elements: TVC, Print, Outdoor, Digital, Cinema
Client: TVS Motor Company
Creative Agency: Dentsu Communications Pvt Ltd
National Creative Director: Vipul Thakkar
Creative Team: Vipul Thakkar, Ajesh N, Nikhil Narayanan
Account Management: Samrat Chengapa, Ashwath Kumar, Manoj Rajpurohit
Director (of the film): Shoojit Sircar & Kopal Naithani
Producer: Ronnie Lahiri & Supriya Macwan
Production House: Rising Sun Films
DOP: Laxman Utekar
Music credits: Abhishek Arora
Editor: Shekhar Prajapati & Rodney Ee
Post production studio: Prime Focus & Pixion
Working title of film: TVS Jupiter 'Zyada’
Duration: 60 seconds
Exposure (mediums used): Television
Broadcast duration: 60, 45, 30, 20 seconds