TVS Motor Company appointed TBWA\India to be their agency partner. TVS Motor has unveiled their new motorcycle model TVS RONIN. The “modern-retro” motorcycle is TVS Motor Company’s first foray into the premium lifestyle segment.
“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,” said Govind Pandey, chief executive officer, TBWA\India.
“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.”
Per the release:
Expanding TVS’ brand portfolio to the next level
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 launch of TVS RONIN is challenging norms – the new bike on the block reflects the ambitions and motivations of this new audience that seeks to ride the way they want.
On the launch of this new bike, 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”
Unveiling a bike that cannot be categorized
TVS Ronin is the first-of-its-kind motorcycle that compliments the new aspirational code of motorcycling for the new-age individual. A premium motorcycle that refuses to follow a script. A type. A genre. Instead, it captures the essence of what a motorcycle has always been, and what it will become.
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.
Built for the evolving customer of today, the one we call – the Improvists, who live their own #Unscripted lives. And to create a wholistic experience like no other, 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
Commenting on the partnership with TBWA India, Vikas Sikka, Deputy General Manager – Marketing, added, “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.”