Constant communication is a must for the survival of any brand and often takes advantage through emotional connection. Hence, this is also a reason why companies invest millions of dollars in creating the right brand tonality backed by a marketing strategy which helps to remain in the minds of consumers. In our weekly Campaign Decoded series, industry experts highlight the unseen behind a campaign. Aniruddha Haldar, senior vice president – marketing, TVS Motor Company, talks to BrandWagon Online about the conceptualisation, thought and more about the campaign. (Edited excerpts)
What was the thought behind the campaign?
After conducting thorough studies and engaging with parents, we identified the primary reasons for the lack of helmet adoption among children while riding two-wheelers, which persists as a significant blind spot today. Firstly, there is a misconception regarding safety due to the illusion of control when the vehicle is operated by the parents. Secondly, there’s a misguided belief that the proximity of the destination reduces the risk of accidents. Lastly, there is a lack of availability of suitable helmet options for children.
Despite governmental regulations, instances of children riding without helmets remain alarmingly high. This behaviour is particularly surprising considering that children typically are the centre of attention for their parents. We are committed to addressing this issue by raising awareness and encouraging consumers to prioritise safety measures to protect their little riders.
Which agency has conceptualised the ad? Why did you choose it?
TVS Motor and Lowe Lintas collaborated to develop the campaign focused on promoting social values. We have a track record of addressing road safety issues through initiatives such as ‘Women on Wheels’, women-only scooter rider training schools, and the ‘Responsible Manhole Project, which was done in collaboration with other agencies.
This time, we partnered with Lowe Lintas to focus on a cause close to our hearts; encouraging the adoption of helmets for young riders through the ‘Protect little Riders’ campaign.
How do you intend to influence consumers with this campaign?
The TVSRide4Safety has an objective to enhance awareness regarding helmet safety. Alongside that, we have established a website to provide parents with essential guidance on selecting the appropriate helmet size, ensuring the safety of their children while riding two-wheelers. Recognising that initiatives like this require continuous exposure, we aim to evolve this concept into a sustained movement. Our goal is to imbue such relevance into the concept that safety becomes paramount, and riders are naturally inclined to adhere to safety protocols. We believe in deeply embedding the importance of rider safety in the consumer psyche. The campaign carries a clear and concise message – wear a helmet, ensure your child wears one, and ride safely.
Our campaign directs people to options where they could find relevant offerings for children’s helmets, not limited to the range developed by TVS. Consumers can explore various helmets available on online marketplaces as well.
Which are the mediums you will advertise in and why?
TVS Ride4Safety – Protect Little Riders aims to target young audiences, typically millennials and Gen-Z , hence the campaign is focused majorly on digital platforms. It aims to enhance awareness and outreach nationwide, targeting a broad audience, and ultimately fostering a movement to prioritise safety among two-wheeler riders. While we have leveraged multiple digital touchpoints including Instagram, Facebook, OTT platforms, YouTube, among others, one of the biggest touchpoints for the brand will be our showrooms where the consumer is buying a two-wheeler.
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