Vyoma Media, an out of home (OOH) digital solutions company, has won the digital outdoor advertising mandate to promote the launch of two new TVS XL100 vehicle models - TVS XL100 Comfort and TVS XL100 HeavyDuty i-TouchStart (the first heavy duty vehicle in India to have an electric start based on integrated starter generator system).
The campaign for TVS XL100 Comfort will be launched in Karnataka while the campaign for TVS XL100 HeavyDuty i-TouchStart will be launched across cities in Uttar Pradesh and Bihar. Both the campaigns will run for a period for two months.
Commenting on the development, S Vaidyanathan, vice president - utility products, TVS Motor Company, says in a company statement, "We wanted to initiate a campaign with a focus only on interactive and localised creative. Vyoma's displays, placed at prominent locations will allow us to integrate and amplify the brand's campaign for TVS XL100 Comfort and TVS XL100 HeavyDuty i-TouchStart in its key markets. It will also ensure that our brand loyalists are aware of the new innovative features in the vehicle and help us maintain top of the mind recall."
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As part of the mandate, Vyoma Media will build affinity towards TVS brand by engaging consumers through their smart displays at ticket counters across Karnataka, Bihar and Uttar Pradesh at railway stations. The content will include localisation with a core focus on raising awareness. The creatives will be showcased in Kannada and Hindi, and the resulting SMSs on the viewers' mobile phones will be in the same language as shown in the creative they have responded to.
Further engagement will be ensured when the respondent is redirected to the brand's product page where potential buyers will be able to engage with the customer care team and ask any questions that they might have. This is the second brand campaign, Vyoma have initiated for TVS in the recent past.
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