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By TT News| May 05, 2021

Tyres For A Country Full Of Turns – TVS Eurogrip's New Brand Campaign

TVS Eurogrip's recent integrated marketing campaign talks about the brand's broad range of two and three-wheeler tyres available for a country full of turns.

The company is trying to market its TVS Eurogrip bike specialist tyre that helps bikers take on any turn with confidence. The ad film is a visual treat showcasing varied turns like weaving around buildings, manoeuvring narrow roads and unforeseen diversions, changing course mid-way and the thrill of riding on an exotic hillside from the life of a two-wheeler rider.

Talking about the campaign, P Madhavan, EVP – Sales and Marketing, TVS Srichakra Limited, said, "Staying true to our brand mission of providing the new age millennial rider with specialist tyre technology for his two-wheeler, we have picked an insight that we believe every rider can relate to.

The Indian rider is posed with many twists and turns during his daily as well as occasional rides. We are excited to showcase how our wide range of tyres give riders the confidence and assurance that they need while taking those unforeseen turns, or when riding through a winding road. We are bringing the campaign idea alive through an impactful integrated marketing campaign."

Adding to it, Rajiv Chatterjee, Chief Business Officer – Tilt Brand Solutions, says, "During the investigative steps for this campaign, what we realised from consumers was that the moment of truth for any rider is at a turn. It is on a turn when the rider gets that split second of doubt and perhaps one of the very few moments when they actively think of the tyre. This is the moment we wanted TVS Eurogrip to own and thereby play a genuine role in the customer's life. We especially feel happy in having been able to identify and convey a functional benefit that is geo-culturally relevant." (TT)

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