TVS meets agencies for two-wheeler brand

Two-wheeler manufacturer TVS Motor Company is currently scouting for creative agencies. The process is still in its nascent stages.

The pitch is based in Bengaluru.

While the name of the brand for which the authorities are looking for agencies could not be ascertained at the time of filing this report, afaqs! learns that this information is yet to be shared with the participating agencies. Further, it is learnt that no presentation rounds have been held as yet. The authorities are in conversation with a few agencies and are currently seeking basic credentials. The brief is slated to be circulated within a day or so.

The agencies currently on the TVS roster are Bates, McCann Erickson and BBH.

While McCann Erickson manages the creative duties for TVS Star City, BBH handles the same for the scooter brand Wego. However, it has been confirmed that a few leading agencies beyond this roster are in the fray for the current pitch.

In 2011, BBH Mumbai crafted an ad campaign to announce the launch of the Wego. This offering was positioned as a unisex one with unique features that cater to urban men and women riders. The campaign introduced a new perspective in the two-wheeler category by highlighting the feature of body balance.

A few years ago, McCann Erickson Bengaluru launched an ad campaign for TVS Scooty Streak that targeted women by conveying the idea that girls needn't ride pillion and take the backseat anymore. A year later, the agency created the 'Go Babelicious' campaign for its new Scooty Pep+ range.

TVS' product portfolio includes motorcycles (Apache RTR 180, Flame DS 125, Flame, TVS Jive, Star City, Sports), variomatic scooters (TVS Wego, Scooty Streak, Scooty Pep+, Scooty Teenz) and mopeds (TVS XL Super, TVS XL Heavy Duty).