TVS Motor Company has announced the launch of it latest advertising campaign featuring Jupiter’s brand ambassador and mega star Amitabh Bachchan. TVS Jupiter has been a great success for the two-wheeler company and through the new campaign, the two-wheeler maker is highlighting all the advantages associated with its scooter. The campaign talks about importance of ‘jaanchna-parakhna’, or evaluating a product properly before choosing it. Thereafter it underlines the advantages of the Jupiter, highlighting why its the right choice owing to the benefits it offers. Communicating directly with the target audience, which is both a huge Amitabh Bachchan fan and a very astute spender, it projects the punchline ‘jyaada ka faayda’ very prominently.
The campaign has been designed by Dentsu Communications Pvt. Ltd. The team behind the ad campaign comprises Vipul Thakkar as the National Creative Director, Samrat Chengapa as the
Account Manager, Ashwath Kumar as the Client Service Director and Vishal S. Nicholas as the planner.
This campaign is based on an insight – that even as kids we are aware of the need to ‘evaluate’ (Jaanch Parakh) in order to make the best choice which will translate into ‘extra’ benefit — ZYADA KA FAYDA. The learning is universally applicable whether it is the selection of goodies by the kid or the right vehicle by the parents. The core of this campaign confidently calls for consumers to come and evaluate for themselves how TVS Jupiter truly gives Zyada ka Fayda.
To us, at Motoroids, it comes across as a very well executed campaign, as it mixes all the right elements. Also, rather than trying to hard sell a product, it highlights its advantages, and encourages the audience to evaluate it fairly and then make a choice. The campaign puts the spotlight on convenience (external fuel filling), Comfort (telescopic suspension, wide seat), storage (large under seat storage and long floor board) and mileage. In our opinion, if aired in the right spots, it would make the target audience take notice, and at least consider the Jupiter as an option and have a test ride.
Commenting on the campaign, Mr. Aniruddha Haldar, Vice President Marketing(Scooters), said “The power of this campaign resides in the simplicity of its premise and confidence in the product, TVS Jupiter. The premise being that as consumers we often do not fully evaluate the options available, though we know that it is the only way to make the wise decision. Mr. Amitabh Bachchan is sharing this insight and advising our esteemed consumers to carefully evaluate what is best for them. We are confident that post every evaluation, TVS Jupiter will emerge as the best option because it has always delivered on its promise of Zyada ka Fayda.”
Check out the video below and do let us know your thoughts