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TVS Motor invests Rs. 100-crore in launching ‘Centra’

06-January-2004
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TVS Motor invests Rs. 100-crore in launching ‘Centra’

TVS Motor today launched ‘Centra,’ a 100cc four-stroke motorcycle, with variable timing intelligent (VTI) engines, claiming to give more mileage to consumers. Comments Venu Srinivasan, CMD, TVS, “Priced at Rs. 36,990, Centra has bundled price, style and power with fuel efficiency, making it a fill-once-a-month bike.”

Pointing out that this latest technology engine would be introduced in other motorcycle brands of the company like Victor and Fiero, Srinivasan predicts that the company would sell 1.4 million two-wheelers during 2004-05. Approximately Rs 100 crore has been invested in the launch of ‘Centra’ including R&D, plant and machinery.

Simultaneously, the company has launched a corporate commercial. “The idea practically wrote itself once the client brief, ‘Free the horse from the Logo’ came in. The visual metaphor of a boy riding bareback on a stallion captures the unbridled joy of riding. The connection between two wheelers and horses is as old as the category and has a near mythical aura around it. Which is why, when we dissolve from the hooves of the horse to the wheels of the bike and then onto the bike riding shots, there is absolutely no jump, no breaks in context, no jarring emotion,” Shanthakumar, Creative Director, Satchi tells exchange4media.

“It is a seamless transition, a sure sign of continuity of context even though we are transiting from blood and guts horse to a ‘cold’ machine. The word is in quotes because anyone who has ever owned a motorcycle will tell you that there is a strong tangible relationship between man and machine, which is very similar to the ancient relationship between a man and his horse. This feeling is the central theme around which the firm evolves,” he continues.

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