IIPM, GURGAON
BRAND : TVS Apache
AGENCY : McCann Erickson
BASELINE : It’s now or never
DESCRIPTION: A
professor is teaching Newton’s laws. Explaining the first law, he says, “All objects continue to move at a steady speed unless acted upon by an external force” and a TVS Apache bike is shown moving at rocket speed. Next, the biker giving a lift to a pretty girl, while the professor continues with the second law: “The force applied on object which causes exhilaration and greater the force, greater the exhilaration.” Next shot, many girls ask him for a lift, but the babe sitting behind him shows them the thumbs down. The professor discusses the third law: “For every action, there is an equal and opposite reaction.” Cut to the guy reaching the same classroom. Professor asks him why he’s late; he says, he was taking practical classes.4Ps TAKE: First we saw Bajaj actively promoting its Pulsar range and Hero Honda introducing its ‘Splendourful’ bike; now it’s the turn of the number three in the segment, TVS to peddle its wares. TVS Apache does the honours with its RTR160 range. The single-minded focus is to target the college-going youth using Newton’s laws in a most ‘innovative’ manner! The USP of the brand is, of course, its speed (which youngsters love) while the single-minded focus is to attract the speedsters. The lingo and the execution are exactly what the younger generation ordered! So all you guys out there – hit it off with this ad yet?
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Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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