Leveraging the power of short-video content, Josh partners with TVS Motors to promote the TVS Sport


Bengaluru, 7th November, 2022: Josh, India’s fastest growing and most engaged short-video app, and TVS Motors, one of the largest two-wheeler companies in the world, recently collaborated for a campaign #mileagekabaap. With the festive season underway, the hashtag challenge was aimed at promoting the high mileage that the TVS Sport motorcycle provides by leveraging the engaging format of short-video content. 

As TVS Motors attempted to connect with their audiences in a manner that was relatable, the hashtag ‘#mileagekabaap’ was conceptualised as a spin on Amitabh Bachchan’s cult dialogue from the movie Shahenshah. To enhance the connect with the audience by bringing in the factor of relatability and to completely own the superior milage space for TVS Sport as this was a seamless connect with TVS Sport tagline ‘Mileage Ka Baap’. 

“Rishtey mein toh hum tumhare baap hote hai” (original clip) got a fuelled-up makeover as it was reinterpreted for a GenZ context. In addition to this, a dynamic filter and custom soundboard was created, leveraging the hashtag challenge to effectively engage with the target audience and to create an impactful brand presence for TVS on the Josh app. The campaign was a resounding success and was able to connect effectively, as seen in the 112.8 + million video views, over 1400 UGC videos created and around 8.6 million hearts garnered. 

Speaking on the campaign, Sunil Kumar Mohapatra, Chief Revenue Officer, VerSe Innovation, said “Short-form video and user-generated content are increasingly being used by brands to engage with their audiences. The #mileagekabaap campaign, hence, is a perfect example of how brands can not only engross, but also collaborate with their audiences to create a holistic brand experience. As a creator-first, content-forward platform, Josh is enabling brands to reach their audiences through exciting campaigns while also giving creators the opportunity to work alongside big brands. Through our partnership with TVS Motors, we, at Josh, were able to help TVS leverage and harness the lucrative format of short-video content in combination with the power of UGC. The results garnered by the campaign speaks volumes of the potential that short-video and UGC possess to increase brand’s affinity and captivate audiences.” 

Speaking on the collaboration, Aniruddha Haldar, Senior Vice President – Marketing, TVS Motor Company said, “Short format videos have become the go to platforms for consumers and Josh provided a powerful platform for TVS Sport to engage with its consumers with its powerful mileage message. The #mileagekabaap challenge saw TVS sport achieve over a 100 Mn plus reach with amazing engagement levels. The digital reach was wide ranging across all pop strata and enabled us to connect with our Bharat audience at a much greater level. TVS Sport and Josh became a winning combination!”.

Josh’s partnership with TVS Motors is an ongoing relationship. Earlier this year, Josh and TVS had collaborated to promote TVS’s StaR City + motorcycle. As per TVS Motors’ brand studies, it was found that their target audience was spending a substantial amount of their time consuming content on their mobile phones, with short-video emerging as the popular form of content. Taking this into consideration, TVS partnered with Josh to reach out to their audiences in a manner that appealed to them the most.