MUMBAI: TVS Motor Company has launched a new campaign for its brand TVS Jupiter. The new ad campaign salutes and recognises the life mantra of the Indian Man –"apne se bhi zyada apnon ke liye." The TVC has been created by Dentsu Communications and is currently on-air on a number of channels. It celebrates the dedication, hard work and the spirit of the Indian man who ‘enjoys doing more’ relentlessly through its brand philosophy.
Through this piece of communication TVS Jupiter not only celebrates the spirit of existing Jupiter owners, but also aims to scale newer heights by influencing new consumers to become a part of the TVS Jupiter family.
The objective for TVS Jupiter is to be the leading scooter brand of the country by gaining a higher brand preference amongst consumers. Going forward, the established rational positioning of ‘Zyada Ka Fayda’ will be reinforced with an emotional pay-off of the positioning.
Extensive research resulted in the company finding that TVS Jupiter was the TG’s Man-Friday that enabled him in fulfilling his responsibilities. It helped him get satisfaction by doing more and fulfilling his responsibilities better for his dear ones.
Hence the team at Dentsu Communications came up with a simple yet powerful thought "apne se bhi zyada apnon ke liye" to salute and recognise the spirit of the Indian man.
The film expresses this joy of doing more through the many ‘Zyada’ in their life – a caring father, a dutiful son, a community pillar, a responsible citizen or a dedicated patriot. Playing each life role is about drawing on the deepest reserves of physical, mental and emotional strength, so that his dear ones have more to build his life on. And no one understands this better than someone who has experienced this himself.
Each situation in the TVC has a common thread connecting it across the diverse geographies and cultures of India - the willingness to strive for the happiness of dear ones in every aspect of life.
Amitabh Bachchan as the brand philosophy evangelist magnifies the values and brings alive the brand philosophy behind ‘Zyada ka Fayda’. He keeps the spirit of ‘Doing More’ alive by celebrating and recognizing the contributions of these Indian men above everyone else.
