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TVS motorcycles seek to reintroduce its motorcycles brands, Apache, Neo, and XL, as motorcycles suitable for regular means of transportation as opposed to their previous uses e.g. Apache is popular for being used by logistics companies. 

With this objective comes the need to not only create awareness for all 3 motorcycle brands, but also the need to make motorcycles appealing for everyday use and as a viable means of transportation for our target market. 

Insight

The fear of what people will say stops us from taking bold steps

Idea

To position TVS Motorcycles as that brand that nudges people to make big decisions.

Execution

Explore scenarios where Individuals in unusual places are doing unusual things.