TVS Eurogrip’s #TameTheTurns tyres for a country full of turns
India’s leading 2 & 3-wheeler Tyre brand, TVS Eurogrip has launched an integrated marketing campaign #TameTheTurns. The campaign talks about how the brand has a wide range of tyres for India, a country full of turns.
#TameTheTurns has come out of powerful consumer insight. All riders, experience some uncertainty and vulnerability during their ride at times. One such key moment is
when they take a turn, and that’s when an efficient pair of tyres makes all the difference. TVS Eurogrip, The Bike Tyre Specialist has a wide range of tyres to take on any turn with confidence.
Speaking on the occasion, Mr. P. Madhavan, EVP – Sales & Marketing, TVS Srichakra Limited, said, “Staying true to our brand mission of providing the new age millennial rider with specialist tyre technology for his two-wheeler, we have picked an insight that we believe every rider can relate to. The Indian rider is posed with many twists and turns during his daily as well as occasional rides. We are excited to showcase how our wide range of tyres give riders the confidence and assurance that they need while taking those unforeseen turns, or when riding through a winding road. We are bringing the campaign idea alive through an impactful integrated marketing campaign.”
Commenting on the campaign, Rajiv Chatterjee, Chief Business Officer – Tilt Brand Solutions says “During the investigative steps for this campaign what we realized from consumers was that the moment of truth for any rider is at a turn. It is on a turn when the rider gets that split second of doubt and perhaps one of the very few moments when they actively think of the tyre. This is the moment we wanted TVS Eurogrip to own and thereby play a genuine role in the customer’s life. We especially feel happy in having been able to identify and convey a functional benefit that is geo-culturally relevant”.