Writing the launch campaign for the TVS Apache was almost as exhilarating as putting the hammer down on the prototype.
The TVS Star City needed to make a dent in the crowded “dependable commuter” segment. So we got stellar cricketer MS Dhoni to build intrigue with wordplay about competition from a new rising star. And then, reveal the motorcycle in suitably dramatic fashion.
Note: Like many Asian countries, India has a robust market for small displacement motorcycles. Many of them are indigenously made by TVS.
Agency: McCann Erickson (Bangalore, India)
