Top Story


Home >> Marketing >> Article

TVS Scooty ropes in Preity to win young minds

Font Size   16
TVS Scooty ropes in Preity to win young minds

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.


Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

Shriya Ghate, Business Head, Tinkle, spills the beans on the company's vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more

Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face

Luis Fonsi, Rita Ora, Jain of Makeba fame , Dimitri Vegas, Jason Derulo, Charly Black and Dasu, J Balvin, Parineeti Chopra, Tiger & Jackie Shroff speak exclusively to the radio channel

The Film-Maker, as the host of ‘Calling Karan’, Will Be Just A Phone Call Away From Listeners Seeking Advice On Love & Relationship

The group aims to double its FMCG turnover to Rs. 1,000 crore over four years.