Primesite, Mudra Max’s out-of-home solutions unit, recently executed a campaign for TVS Motors. The campaign – ‘Traffic, Ab no tension’ – was to announce the launch of TVS Motors’ new bike ‘Jive’. Primesite sought to highlight the no-stress drive on Jive, touted as the only clutchless bike introduced in India, by means of an effective outdoor campaign.
The main objective of the campaign was to convey TVS’ brand traits of innovation, environment friendliness and reliable customer service.
The campaign kicked off on April 25, 2010. Media vehicles like gantries, billboards, unipoles, bus branding, etc., were used effectively to communicate the message. All prominent and arterial routes in West Bengal, including Kolkata, Orissa, along with 10 other cities across India were targeted.
Arun Siddharth, Business Head - Motorcycles, TVS Motors, said, “For TVS Jive’s outdoor campaign, we needed sharp, differentiated and specific traffic joints in 150 towns across the country. Primesite executed this requirement well, and paid great attention to planning and details.”
Commenting on the campaign, Mandeep Malhotra, Senior Vice President, Primesite, added, “We are very happy to have a client like TVS and appreciate them for launching an auto clutch technology that’s never been put to use on a bike in India before. Primesite has attempted to create memorable flashes for TVS Jive in order to build high recall and strong brand association.”