TVS Tyres launches new advertising campaign

CHENNAI: Tyre commercials had been akin to gizmo ads for a long lime – high on technical wizardry and low on storyline or emotive appeal. Not anymore!
As tyre companies step on the gas in the aftermarket – as vehicle manufacturers face a crippling slowdown – tyre ads are now entering a territory hitherto earmarked for vehicle brands. They add a liberal dose of emotions to the product in the process.
The latest in that line up is TVS Tyres’ new ad. It takes a detour from the usual punchlines in this segment to build emotional appeal around what is essentially an accessory in the automotive market.
This is the first time that TVS Tyres has adopted a different route to showcase the classic selling points of the brand – features such as ruggedness and dependability. The campaign was created by Rediffusion Y&R, and the first round of the TVC has started playing across national television channels from March 8.
This will be followed by a series of print, outdoor, radio, cinema and ambient media campaigns spread over the next two months. The core message of the campaign is to “emphasis that TVS Tyres is your best travel companion, be it on whichever road / non-road surface your journey takes you on,” the company said in a statement.
Entitled ‘Letters’, the new multi-media campaign highlights the toughness of the tyres in an emotional setting as an army jawan braves all kinds of difficult terrain riding on TVS Tyres to hand deliver letters from home to his fellow compatriots.
TVS Tyres is a brand owned by TVS Srichakra Limited, a leading manufacturer of two and three wheeler tyres and off-road tyres and is part of the TVS Group, which is the largest auto ancillary group in India, with a turnover of over US$ 6 billion.
Incorporated in 1982, the company manufactures and markets its products under the ‘TVS Tyres’ and ‘Eurogrip’ brands. The company rolls out around 1.7 million tyres every month out of its two units located in Madurai (Tamil Nadu) and Pantnagar (Uttarakhand).