Campaign logic: Switching to a 'totally tikau' brand

This is the first campaign in which TVS TYRES is using a celebrity and the advertising is aimed at appropriating the premise of reliability

TVS TYRES, a two- and three-wheeler tyre brand from TVS Srichakra, has released a new brand campaign with actor-comedian Kapil Sharma. It comprises two television commercials (TVCs), where Sharma offers a ride as well as advice to pillion riders while driving them to their destination.

One TVC shows Sharma doling out advice to a love-struck youth. During their conversation, he discovers that the youth is already in his fourth relationship with a girl. His earlier relationships lasted barely four to six months each. The young man narrates his woes of failing to sustain a relationship, as he completes a smooth ride on a bumpy road, with Sharma dodging potholes by steering the two-wheeler carefully. As they part ways, the rider tells the youth how important it is to have long-lasting relationships, just like the durable "TVS TYRES with the Eagle Logo" that promises a safe and smooth ride. The TVC ends with Sharma claiming, "Girlfriend ho toh TVS TYRE jaisi - totally tikau".

A second TVC similarly pairs Sharma with a college-going youth who is confused about the career options ahead of him.

This is the second brand campaign from TVS TYRES after having gone through a makeover in 2015. Last year, the company reintroduced its logo - the mnemonic "Eagle" denoting power, manoeuvrability and the superior grip of the products, while the pair of arrows integrated into the typeface conveying a perpetual forward motion. Having established its new identity through a thematic campaign focusing on durability - this time the brief to the creative agency (Redifussion Y&R, Chennai) was to reinforce this aspect strongly and appropriate the platform of durability.

"The TVC brings the 'the totally tikau' message strongly, albeit in a light-hearted manner," says P Vijayaraghavan, director, TVS Srichakra.

Given that tyre advertising in general follows certain category codes including high-energy stunts that come with disclaimers, Redifussion Y&R decided to break the norms by keeping the storytelling real and believable - and placing the consumer at the centre of the conversation. Also, since this is a saliency building campaign TVS TYRES wanted to keep the message simple and memorable.

Aside from the ordinary consumer, what inspired TVS TYRES to include Sharma?

"Kapil Sharma was an ideal fit, as he is a household name and someone whose appeal cuts across all age groups. Secondly, the good part about him is that he plays himself which adds a lot to believability. We wanted to keep our narrative realistic so that consumers feel a genuine connect with the brand," explains Vijayaraghavan.

With a celebrity, brands often face a double-edged sword. The message can get overshadowed by the celebrity's appeal. On the other hand, the company may end up underutilising the celebrity's brand value. Further, with Sharma now endorsing multiple brands, TVS TYRES ran the risk of getting crowded out.

To tackle this, Redifussion Y&R has attempted to strike a balance by giving equal screen time to the celebrity as well as the commoners.

Industry estimates peg the campaign at Rs 22 crore. The 360-degree campaign is being amplified through digital and outdoor channels. It is being promoted strongly through outdoor media including branding messages on billboards, bus shelters and transits.

TVS TYRES plans to unveil two more TVCs as part of the campaign. The communication message will continue to revolve around product features with Sharma acting as the anchor.

Currently, the two-wheeler tyre market comprising motorcycles, scooters and mopeds sees a monthly volume of over six million tyres. TVS TYRES is eyeing a significant share of the two-wheeler tyre market by focusing on new product launches, improving sales services and expanding its distribution network, even as it pitches itself as "the totally tikau" brand.
Brand: TVS TYRES
Budget: Rs 22 crore
Agency: Redifussion Y&R