Mumbai: TVS Motor Company has announced that its premium motorcycle brand, TVS Apache, has crossed the milestone of 7 million customers globally while unveiling its new brand campaign film, ‘Tu Race Laga’, marking the next phase of the brand’s journey.
The company said the campaign reinforces TVS Apache’s long-standing ‘Track to Road’ philosophy, which translates the learnings from TVS Racing into performance-oriented motorcycles for everyday riders. Since its debut in 2005, the Apache portfolio has evolved into one of the world’s fastest-growing performance motorcycle brands, with a presence across 90 countries.
Backed by over four decades of racing heritage, TVS Apache has consistently introduced several segment-first technologies, including roto-petal disc brakes, fuel injection, dual-channel ABS, multiple ride modes, TVS SmartXonnect™, Glide Through Technology, a Built-To-Order customisation platform, keyless ride system, traction control, and dynamic stability systems.
Beyond its product portfolio, the brand has also built a strong rider ecosystem, with over 500,000 registered community members participating in curated rides, track experiences and other engagement initiatives.
To commemorate the milestone, TVS Apache has launched its latest campaign film, ‘Tu Race Laga’, conceptualised by TBWA\Lintas, part of Omnicom Advertising India, and directed by National Award-winning filmmaker Ram Madhvani. Inspired by the brand’s ‘Track to Road’ philosophy, the film aims to capture the excitement, control and adrenaline associated with racing while encouraging riders to pursue their personal ambitions.
Thankful to the customers, Gaurav Gupta, President, India 2W Business, TVS Motor Company, said, “We thank the 7 million TVS Apache riders for their trust and passion over the past two decades. From racing roots to a global performance brand, this milestone reflects the dedication of the entire TVS Motor ecosystem. We will continue to push the boundaries of performance motorcycling through purposeful innovation, global expansion, and strong riders communities.”
Commenting on the milestone, Vimal Sumbly, Head Business – Premium, TVS Motor Company, said, “Twenty years ago, TVS Apache was born with a singular vision – to bring the excitement, control, and race-bred capability of the racetrack to everyday riders through our ‘Track to Road’ philosophy. Today, as we celebrate the milestone of 7 million customers globally, we are proud to see TVS Apache evolve into one of the world’s fastest-growing premium motorcycle brands and a thriving community united by a shared passion for riding. The launch of ‘Tu Race Laga’ is a tribute to this journey and to every rider who chooses to push boundaries, embrace progress, and carry the racing spirit into everyday life. As we look ahead, we remain committed to redefining motorcycling through relentless innovation, race-bred technology, and experiences that inspire riders across the world.”
Speaking on the campaign, Govind Pandey, Chief Executive Officer, TBWA\ Lintas said, “The strongest brands don’t just participate in culture, they contribute to it. ‘Tu Race Laga’ is more than a campaign. It’s a belief that ambition isn’t reserved for racetracks or podiums. It belongs to anyone willing to take the first step. That’s the kind of idea that creates business value because it creates cultural value first.”
Russell Barrett, Chief Creative Experience Officer, TBWA\ Lintas added, “TVS Apache has stood for racing for generations. We wanted to ask a different question: Race towards what? ‘Tu Race Laga’ isn’t about chasing the rider next to you. It’s about chasing the version of yourself that doesn’t exist yet. When a motorcycle brand can inspire ambition beyond the road, it stops being a motorcycle commercial and starts becoming a cultural idea.”
Ram Madhvani, Founder and Director of Equinox Films added, “For me, the most important question in advertising isn’t what do we say? It’s how do we want people to feel especially the 7 million Global TVS Apache Riders. With 20 plus years of TVS Apache, the answer was clear: the exhilaration of racing. Every creative choice was made to bring alive that moment when rider, machine and road become one. I’ve often said I’m in the goosebumps business, and this film is four minutes of pure adrenaline. My thanks to the teams at TVS Apache, TBWA and Equinox for making it possible.”
