It was only recently when TVS Motor Company, part of the TVS Group of Companies roped in Priety Zinta as the brand ambassador for TVS Scooty Pep and the company is now launching its new television ad campaign.
Starring Preity Zinta and MTV VJ Aditya Hitkari., the new television commercial (TVC) of TVS Scooty Pep is targeted at the youth and will be on air from today ( May 27, 2004) on all prime channels led by star Plus, Sony TV and Zee TV. Apart from that the TVC will also go on air on Channel V and MTV and all the Southern Channels which will cover the entire Southern States.
The new Scooty commercial shot in Ooty starts with Priety being dropped at the railway station by Aditya on the TVS Scooty Pep. She has a long hard look at her ‘First Love’ - Scooty Pep and asks Aditya to drop it back home. From the train she watches Aditya ride the Scooty on the adjacent road and the feeling of missing her ‘First Love’ sinks into her. She stops the train by pulling the chain and hops on to the Scooty Pep leaving Aditya behind. After a swirl on her ‘First Love’ she picks Aditya up and then zips on…accompanied by a catchy background score.
The creative has been handled by McCann Erickson, Bangalore and has been produced by South based production house Rajeev Menon Productions. The company’s idea behind the campaign is to cash in on Preity’s image.
The Preity Zinta - Scooty Pep association to life will enable TVS to take ‘First Love’ campaign further by positioning it as a vibrant scooterette packed with style and economy.
The idea behind choosing Priety Zinta as the brand ambassador is that the brand fit is brilliant. “Her youthfulness, style and contemporary looks exemplifies the brand attributes of TVS Scooty Pep,” says Harish Krishnamachari, Vice President (Marketing), TVS Motors. TVS also chose her because her screen imagery of cute/dimpled, adorable, impulsive, spontaneous and charming fits in perfectly with the attributes of TVS Scooty PEP.
Further, Cricket and Films are two main segments that every company wants to be associated with. TVS is no different. “We have presence in Cricket with Sachin as a brand ambassador. Now with Preity Zinta, we have a presence in the film area as well,” Krishnamachari added.
While TVS officials refused to comment on the advertising budget, the industry standards range between four to six per cent of the turnover is spent towards advertising and marketing.
Meanwhile, TVS Motors achieved another landmark. It has become one of the first Indian two wheeler companies to have crossed the one-million mark in the Scooterette category. The company has a 65 per cent market share in this segment.
The launch of Pep resulted in a 24 per cent growth in volume with TVS having sold 1,89,261 units during the period April 2003 to March 2004. With Preity as the ‘Scooty Pep’ brand ambassador, TVS hopes to accelerate its popularity further. The company is targeting 200,000 units by teh end of this Fiscal.
According to TVS officials, Scooty has been the most preferred scooterette across India getting its 70 per cent volume from key states namely, Gujarat, Maharashtra, Karnataka, Tamil Nadu, Madhya Pradesh, Orissa, UP and Punjab.