MUMBAI: Bengaluru-based Ultraviolette Automotive (UV) has launched upgraded F77 Mach 2. It is an upgrade to the e-bike. UV F77 the company claims remains the fastest electric motorcycle in India.
But the fastest electric motorcycle in India had to stay back in the minds of the Indian motorcyclist. And that was tgthr’s task for the launch of the F77 Mach 2 – an integrated campaign that makes an impact.
The journey started off on the tracks of the Buddh International Circuit, with a film shot by tgthr showcasing the different personas of a UV rider. Whether one is the man of few words riding the Shadow, or the easy-going stuntman ready to party with the Airstrike or the suit-clad thrill seeker on the red Laser – the F77 is every guy’s dream. That is the campaign’s message.
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Acting as a centrepiece for the F77 Mach 2’s launch event, the film hand-in-hand with a unique media strategy gained the brand quite a few fans across the country and the world.
Taking it further, Supercar Blondie, a YouTube star, reviewed the bike.
The activity was leveraged with a mix of short and long format content across multiple regional news channels like Republic India, Aaj Tak, Manorama Online, ABP, TV9 and DailyHunt. Leaving Ultraviolette, the Indian company behind the F77 Mach 2, trending across the country.
“The Indian motorcyclist today might not speak in English but their demands for a sophisticated bike focusing on technology and design are no less. With this integrated campaign, we’ve managed to make the F77 Mach 2 a part of that conversation in Hindi, Gujarati, Bengali, Telegu, Kannada, Tamil and three other languages” said Rahul Vengalil, co-founder, CEO tgthr.
Arjuna Gaur, the director of the launch films said, “It’s not just an electric motorcycle. It’s an experience. A feeling. An emotion. A ride that breaks you away from the mundane reality you are trapped into a zone which you want to be a part of. We are lucky to find such a great client who made sure that every bit of the campaign embodied the vision of the bike’s creation.”
