Campaigns

TVS Motor engages Retail Story to drive Scooty campaign

The agency will be responsible for sales lead awareness of TVS Motor in Tier 2 & 3 cities by branding kirana stores in South India

Published

August 4, 2017

M4G Bureau

Street India, leading integrated marketing agency wins the outdoor marketing campaign mandate from TVS Motor Company. The retail division of the brand, Retail Story will be responsible to create awareness about the brand in Tier 2 & 3 cities of South India. In this innovative sales lead awareness campaign, Retail Story will identify and deploy branding materials across 4,000 kirana shops in states of Maharashtra, Orissa and Andhra Pradesh.

The first leg of this 30-day visibility campaign has already begun with 15 cities in Andhra Pradesh. Further, this campaign across retail stores will be extended to 8 cities in Orissa and 15 cities in Maharashtra.

TVS, with its experimental campaign is mainly planning to influence and attract housewives and female students with its discounted scooty rates. Female students and housewives from tier 2 and 3 cities form a good portion of its Target Audience and TVS with its branding campaign in Kirana stores in these cities plans to strengthen its presence. TVS Motor Company occupies no 2 position with 12.87% shares in terms of scooters sales. They are planning to consolidate their position by launching a series of campaigns this year.

Speaking about the development, Surendra Singh, National Head, Brand Street India said, “We are absolutely delighted to win this volume led business from TVS Motor Company. We have been working with TVS in similar capacity since a few months and post which the brand has decided to scale the operations and hand over the duties to us. We hope through this campaign we will touch a new zenith in the area of retail branding.”

Speaking about the campaign, Argha Sengupta, Business Director, Brand Street India said, “Few months ago we started with a pilot campaign for this brand and we are happy that our efforts were well recognised by the company and we are awarded this bigger chunk of business.”

Commenting on the win, Rajinikanth, Brand Street India’s Business Head (South) said, “It is a matter of great pride to win this strong business from the brand. We now have a bigger responsibility to manage this vast campaign in the same smooth manner like we executed the pilot campaign. We hope to form a partnership with TVS that will result in a better associations and a better connect with customers.”