The TVS Motor Company chose TBWAIndia as their agency partner to assist in the development of a ground-breaking product that is powered by forward-thinking ideas and creative ingenuity.
TVS Motor revealed the TVS RONIN, a brand-new motorcycle model. The TVS Motor Company’s entry into the premium lifestyle market comes in the form of this “modern-retro” motorcycle.
“TVS is to be applauded for creatively adjusting their approach to their core product to grab a new audience and set a new tone for the motorcycle category,” said Govind Pandey, chief executive officer of TBWAIndia.
“With so many firsts involved, this launch had a lot on the line. The team’s attention was laser-focused on the customer as they developed and revised the brand’s positioning and personality until it was perfect.
Within the sports bike market, TVS Motor Company is well known and respected, and it was wanting to diversify its brand portfolio.
By putting the needs of the customer first, TVS discovered that some younger customers are still looking for motorcycles that don’t stereotype them. They don’t want to be lumped into the established categories of sports or vintage motorcycles; instead, they want to forge their path. By defying conventions, TVS RONIN is a new bike that embodies the goals and driving forces of a new audience that wants to ride how they want.
According to Vimal Sumbly, Head Business – Premium, when this new bike was introduced, “The preference for motorcycles that are more approachable, more useful for daily life, more versatile, and still provide the user a distinct personality and style is changing around the world. This fresh direction for modern motorcycle riders is embodied by the TVS Ronin. Not only is it novel to us, but also the motorcycle community. TBWA the Disruption Company is a partner that we sought to work with to develop a fresh kind of communication for the Ronin.”
The first of its type TVS Ronin motorcycle complements the new aspirational code of motorcycling for the modern person. a high-end motorcycle that defies convention. A kind. a style. Instead, it perfectly encapsulates what a motorcycle is now and what it will develop into in the future.
The TVS Ronin embodies potential. both on and off the road. Your mind is made more receptive to new things. It encourages spontaneity and feeds the insatiable desire for change. One category applies to it. Unstable, unmatched, and exceptional.
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