TVS Motor has launched a campaign for its ‘modern-retro’ motorcycle Ronin, building on the bike’s #Unscripted plank that won the brand top honours at the IndIAA Awards 2023.
The new campaign film, also conceptualised by TBWA\India, features cricketer Shubhman Gill and is based on the theme #MoveLikeARonin.
“If there is a force within that drives you, if it feels like your calling, it probably is. It’s your inner compass. Believe in it, against all odds,” says the brand, as a young and present-day Gill drive and scoop every delivery with elan. The Rang Musafir track from the brand’s earlier film (link above) kicks in and we soon see Ronin riders hit the road. The narrator says, “Because when you have no script to follow…” Gill appears next to the bike and says, “You move like a Ronin.”
Encouraging riders to make their own moves and follow no script, the brand has launched an experiential on-ground activation, Test-Ride Cricket. It is billed as a first-of-its-kind cricketing experience where one can get scored on riding moves and have a chance to take home a TVS Ronin World Cup Edition.
Vimal Sumbly, Head of Business – Premium, TVS Motor Company, said, “TVS Ronin’s journey began from a blank canvas. One year later, our #Unscripted modern-retro is inspiring thousands across India to write their own stories, their own way. With our latest campaign, we’re cementing that very ideology by collaborating with Shubman Gill, a promising young icon himself. The idea is to inspire riders everywhere to go where their heart takes them and follow no script.”
Govind Pandey, CEO TBWA India, said, “TVS Ronin is building a community of the new-age riders in this world. Which is why, when we say ‘Move Like a Ronin’ we want to inspire people to follow their calling, and make the moves that are #Unscripted just like the TVS Ronin.”
Russell Barret, Chief Creative Experience Officer, TBWA, said, “This campaign tells the story of Shubman Gill, a veritable new-age icon. Shubman has not just achieved success, he has done it by following his own path, measuring himself against his own standards and along the way has crafted his own story. Which just so happens to be the story of TVS Ronin itself – a bike that is ’unslottable’ and unstoppable.”
Credits
Agency: TBWA\India
CEO: Govind Pandey
CCEO: Russell Barrett
Executive Director: Namrata Nandan
CSO: Amit Kekre
Strategy: Rajagopalan Narasimhan
Creative Team: Ashish Adpur, Vinay Saya, Shaurya Mathur, Shalini Singh
Account Management Team: Rohini Radhakrishnan, Siddhee Satish, Manisha Mendes, Pooja Talwar
Feedback: [email protected]
