TVS Motor Company in India has unveiled their new motorcycle model TVS RONIN with their agency partner TBWA\India. This “modern-retro” motorcycle is TVS Motor Company’s first foray into the premium lifestyle segment.
Govind Pandey, chief executive officer, TBWA\India, said: “TVS is to be commended for creatively adapting their approach to their core product to capture a new audience and set a new tone for the motorcycle category.
“With many firsts in the mix, there was a lot riding on this launch. The team’s focus was razor sharp on the consumer; defining and re-defining the brand’s personality and positioning until it was just right.”
TVS Motor Company is highly recognised and regarded within the sports bike segment and was looking to expand its brand portfolio.
Going in consumer-first, TVS identified that there are the new-age consumers are still looking for motorcycles that don’t stereotype them. They want to follow a path of their own, without getting bucketed into the current category offerings of a sports or classic motorcycle.
The strategy behind the campaign is the TVS Ronin inspires possibility. Both on the road and off it. It opens your mind to new experiences. It kindles spontaneity and fuels one’s constant craving for change. It is a category of one. Unslottable, Incomparable, Exceptional.
The TVS Ronin World was launched with online and offline footprints including a varied range of Merchandise & Accessories, the Configurator for personalization of the bike, advanced technology app like TVS SmartXonnect, and the TVS Ronin CuLT, a culture, lifestyle and travel-riding community
Vimal Sumbly, Head Business – Premium, said: “Across the world, we’re seeing a shift in preference towards motorcycles that are more approachable, more suitable for daily life, more versatile, and yet impart a distinct personality and style to the rider. The TVS Ronin represents this new direction for the motorcycle rider of today. It’s not just new for us, it’s new for the world of motorcycling. And we wanted to partner with TBWA the Disruption Company for a new way of communication for the Ronin”
Vikas Sikka, Deputy General Manager – Marketing, said: “TBWA India has expertise in the automobile industry. We wanted partners who knew how to disrupt all the category stereotypes and come back with communication that would be innovative and clutter breaking. With the launch, this is just the start of our partnership, and we look forward to Ronin’s success.”