Campaign: TVS Sport Bribe
Brand: TVS Sport
Company : TVS Motor Co.
Agency: McCann Erickson
The Campaign
The TVS Sport Bribe ad opens in a swank mansion where a father looks disapprovingly at his daughter’s boyfriend. Just then the girl?s brother walks by swinging his bike keys. The father takes the keys from him. He strikes a deal with the boyfriend. Holding out the keys, he ever so subtly gestures between the bike and his daughter. The boyfriend takes the keys but reassures the girl that nothing can change his love for her. The moment he hits the road with the bike, things change as the boy catches everybody’s attention. Even as he flirts with a woman at a traffic signal, he is interrupted by a call from his girlfriend. He disconnects the call and continues with his journey. While the girl is frustrated, the father smiles smugly. The voice over says, ?Style jo neeyat badal de? (Style that changes your intentions).
The second ad shows a father waiting in the hospital for his son to come back with some money. The son spots the TVS Sport in a showroom on his way back and buys it. He returns to the hospital only to tell the father that his younger brother, who’s in the hospital wrapped in bandage from head to toe will get cured if he gets a ride in the new bike.
Our Take
Young men have a fatal attraction for bikes and this is perhaps what the campaign tries to say. The best part about this television campaign is that the star power of Virat Kohli does not overshadow the brand. The tone of the commercial is young, vibrant, colourful and witty. There is also a definitive storyline which is usually missing in most two-wheeler commercials. However, that’s about all that’s good about the ad. The second part of the ad is quite boring. Vignettes like impressed looks from people on the street, captivating gestures from young damsels, the flirty woman at the traffic signal are nothing new. While the first ad is light hearted banter, the second ad looks convoluted in its approach. Also, in a desperate bid to be different from other two-wheeler commercials, in the second ad the company has treated a sensitive matter insensitively.