TVS Motor Company, part of the TVS Group of Companies has roped in Preity Zinta as brand ambassadress for TVS Scooty Pep.
“The fit with the brand is brilliant. Her youthfulness, style and contemporary looks exemplifies the brand attributes of TVS Scooty Pep,” said Harish Krishnamachari, Vice President (Marketing), TVS Motors. Secondly, 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,” he added.
A new print and television advertising campaign with Preity Zinta in her Scooty Pep will hit the media around June 2004. 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. Dwelling on the advertising campaigns, Krishnamachari said: “We are looking at something that cashes in on Preity’s image”.
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.
As Krishnamachari claimed, 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.
It was only four months ago when TVS Motor Company released its corporate campaign. The campaign was a deliberate attempt to promote the corporate image of the company ever since their two-year break up with Suzuki. The results of this campaign have proved to be good for the company, officials claimed. It is understood that the corporate campaign has changed the visibility of the company and more so in the markets in the North and the East. The scale and stature of the brands has also changed.