Mumbai: Marking two decades of high-octane performance and unwavering consumer trust, TBWA\India has launched the ‘20:20’ campaign for TVS Apache, celebrating the brand’s 20th anniversary with a compelling fusion of sport, speed, and storytelling during this year’s IPL season.
Drawing a clever parallel between the 20-year milestone of TVS Apache and cricket’s T20 format, the campaign features ten punchy, 20-second films that celebrate the brand’s racing legacy while tapping into the energy of India’s biggest sporting spectacle. Each film aligns iconic cricketing expressions with Apache’s legendary performance, showcasing professional riders executing stunts that capture the essence of the bike’s power, agility, and racing DNA.
Launched in 2005 with the TVS Apache 150, the brand has become one of the fastest-growing performance motorcycle marques, expanding to over 60 countries and winning the hearts of over 6 million riders worldwide. Built with championship pedigree, Apache motorcycles have consistently translated track performance into everyday excellence.
“Twenty years of TVS Apache represents a significant milestone that demanded something extraordinary,” said Vimal Sumbly, Head – Premium Business, TVS Motor Company. “We are immensely proud to mark this milestone anniversary—a celebration of TVS Apache’s enduring legacy of performance and innovation. Our ‘20:20’ campaign is designed to honour this journey, offering a powerful platform that pays tribute to our heritage while igniting passion among millions during India’s greatest sporting spectacle. This campaign is a reflection of the shared pursuit of excellence that drives both TVS Apache and the spirit of cricket.”
The ten unique films in the campaign include titles like ‘All Rounder’, ‘Appeal’, ‘Padding Up’, ‘Playing on the Front Foot’, and ‘Standing Ovation’, each creatively connecting cricket terminology to Apache’s design, engineering, and rider experience.
“The 20-second format delivers on TBWA’s disruption methodology with multiple benefits – it reinforces the anniversary message, fits perfectly into IPL’s fast-paced viewing environment, and creates snackable content for digital platforms,” said Rathish Subramaniam, Creative Head-South, TBWA\India. “This efficiency in execution ensures maximum impact across all touch points whilst maintaining the campaign’s core concept throughout the consumer journey.”
The campaign is now live across IPL television broadcasts and digital platforms, supported by an integrated marketing rollout, aiming to further elevate TVS Apache as a symbol of precision, power, and performance — both on the street and in the hearts of India’s youth.
