Close on the heels of bagging the Vaseline portfolio, BBH India has been entrusted with the creative mandate for TVS Motors’ new brand portfolio. The win comes in the wake of a multi-agency pitch that included agencies like TBWA\India, Contract Advertising and Bates141. TVS already has McCann Erickson and Saatchi & Saatchi on its roster of agencies.
It may be recalled that in March 2009, TVS Motors had called for a pitch for its new projects, which would include the newly-launched scooters and bikes. It is learnt that the size of the business is approximately Rs 25-30 crore. However, no official comments were forthcoming regarding the account size of the new brand portfolio.
Elated on the win, Subhash Kamath, Managing Partner, BBH India, said, “We went beyond the brief and presented a broader long-term platform for the brand, and not just an advertising solution. We believe it was true ‘black sheep’ thinking and has the power to redefine the category. We are immensely excited by the opportunity to partner TVS on this journey and are grateful for the trust they have placed upon us.”
On appointing BBH India, HS Goindi, President, Sales & Marketing, TVS Motors, in a prepared statement, said, “BBH delivered fresh and inspiring thinking, which will help in causing a step change in the way we communicate.”
On the agency’s further journey with TVS, Partha Sinha, Managing Partner, BBH India, explained, “TVS has a history of defying category conventions with product innovation. This is the kind of brand we always feel excited about at BBH. We want to partner TVS in taking a fresh and innovative look at two-wheeler communication. It’s going to be an extremely interesting journey.”
As of now, TVS Motors will have McCaan Erickson, Saatchi & Saatchi and the newly-appointed BBH India on its roster of agencies. While McCann Erickson handles Scooty, Apache and Star City brands, Saatchi & Saatchi India handles the Flame and Victor brands of TVS Motors.
The company also has a host of brand endorsers for its products. Tennis ace and youth icon Sania Mirza is the brand ambassador for TVS Scooty Streak, which is currently running a campaign. It has taken the platform of ‘Tough & trendy’ as a communication strategy. For another of its brands, TVS Scooty Pep, actor Preity Zinta has been the brand ambassador. Sachin Tendulkar and Mahendra Singh Dhoni, too, have endorsed TVS Motors’ brands.