TVS Eurogrip-CSK partnership strengthened with a 360° campaign


TVS Eurogrip, a two and three-wheeler tire brand has embarked on a comprehensive and multi-faceted brand campaign to leverage its partnership with IPL Franchise Chennai Super Kings.    

There are three interesting and humourous advertising films that continue to be on air on TV and digital in IPL. The brand also has launched initiatives leveraging digital and social media that will help build on the main brand campaign. This goes with the brand’s ambition to build a youthful, vibrant brand that connects with millennial and Gen Z Indian riders.

TVS Eurogrip uses AI-based tools to develop personalized ads for all the brand’s retailers and influencer partners. This is a goodwill gesture from the brand and the idea is to use CSK star players, not just for the brand’s advertisements, but to extend the same to advertise for affiliated retail counters and mechanics too.

The personalized ads feature a group of star players from the Chennai Super Kings team that includes Mahendra Singh Dhoni, Ravindra Jadeja, Robin Uthappa, Ruturaj Gaikwad, N Jagadeesan, and Shivam Dube. The players are seen endorsing retail and mechanic outlets of TVS Eurogrip and invite customers to visit the outlets for all their tire needs. The ads are made available in Tamil, Kannada, Hindi, and English to target states and specific cities.

TVS Eurogrip has announced the ‘Rider Rap Challenge’ which is a contemporary musical form extremely relatable for Gen-Z and Millennials. The national-level Rap Challenge includes the participation of celebrity rappers like Arivu of ‘Enjoy-Enjaami’ fame and Hip-Hop artist, Enkore, who gained popularity for his album ‘Bombay Soul’.

The newly launched TVS Eurogrip website is created to cater to different kinds of user needs in every stage of the consumer decision journey. The fresh digital experience serves as a one-stop solution for all two-wheeler tire requirements. TVS Eurogrip has built a recommendation engine as part of the website that suggests the right kind of tire based on user preferences.

Some of the salient features include an E-Commerce store where one can buy a tire in less than 5 minutes, an online extended warranty registration module, a comprehensive search facility to get the best recommendations for tires, a product comparison, and a 360-degree view of tires.

The brand is trying innovative ways to engage with its target audience through all its initiatives. Apart from these, there are mechanic activations on the ground. This will help strengthen TVS Eurogrip’s positioning as The Bike Tyre Specialist and help build its partnership with all its stakeholders.

TVS Eurogrip | Ride through the mountains | Tamil

TVS Eurogrip | An adventure in the jungle with CSK | Kannada

TVS Eurogrip | Racing through the rain | Hindi

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