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Lowe Lintas unveils 'Never Challenge a Roadeo' campaign for TI cycles

23-May-2016
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Lowe Lintas unveils 'Never Challenge a Roadeo' campaign for TI cycles

 As a cycle brand that’s targeted towards young urban boys, Hercules Roadeo has always been an inspiration for the bold, fearless and trend-setters. Its range boasts of stylish steel and alloy designer frames that make it the preferred choice of the young guns today. To further demonstrate this, TI Cycles has rolled out a campaign that establishes the dominant positioning of Hercules Roadeo.

 With the underlying message of ‘Never Challenge a Roadeo’, the campaign – which has been conceptualized and created by Lowe Lintas Chennai, describes the attitude of the youth when they are posed with a challenge and how they don’t just overcome it, but do so with style. The campaign idea has been derived based on the insights of 8-14 yrs. old urban boys, who strive to be better than their friends and peers and be the ‘coolest’ one in their group.

 Already seen as a stunt-ready bike amongst the teens, both in the way it is made and also its looks, Roadeo plays an instrumental role in setting one apart from the rest in terms of style and swagger. The objective was to showcase Roadeo as the key partner to overcome any challenge with the help of stunts and gain a higher social status by earning the respect and recognition of friends and peers.

Commenting on the new campaign, Arun Alagappan – President, TI Cycles of India said: “We needed our brand Roadeo to keep up with the ever changing consumer and look cool and contemporary. It needed to connect and engage emotionally with the teenage boy of today, thus the new brand thought of ‘Never Challenge a Roadeo’ was born. Credit goes to the team from Lowe Lintas Chennai for understanding the mandate and delivering creatively with an exciting new thought that is sure to resonate with the new-age Roadeo consumer.”

The campaign, with its up tempo pace shows the Roadeo rider’s victory over a challenge by seamlessly mixing high octane stunts with the visual imagery of video games leading to appreciation and awe from his friends and peers. By bringing together two elements of interest to teens - action-packed stunts and video games, the campaign infuses a sense of excitement and adventure while positioning the key message of the brand – Never Challenge a Roadeo.

Sharing his thoughts on the creative execution behind the campaign, Bikramjeet Ghosh – Executive Creative Director, Lowe Lintas Chennai said, “In a time when teens spend most of their time immersed in their devices, healthy competition between friends has jumped from the playground to the screen. It was challenging as well as exciting to find a contemporary and fun way to show how a kid overcomes a challenge by upping the ante in the real world rather than the digital world which leaves his buddies awestruck. The story captures two interests of any boy – stunts and video games, which resonate in the hearts of our target audience.”

Hercules being the first brand of TI Cycles still remains a young brand signifying strength and passion in every endeavour. Launched in 2010, Hercules Roadeo has been the market leader in premium MTBs for urban youngsters.

The campaign has just been launched and will span popular offline and online channels in the coming days.

You can watch the video here:

Team Credit

Agency: Lowe Lintas Chennai

Creative: Arun Iyer, Bikramjeet Ghosh, Gowthaman K, AC Ashok, Ravikrishna S

Business: GV Krishnan, Varghese John, Debapratim Moulik

Planning: Rahul Bandi

Production House: QED Films

Director: Ruchi Pande

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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.