Mumbai: With the aim to celebrate joyful life experiences, TVS Eurogrip, India’s largest manufacturers and exporters of Two and Three-Wheeler tyres and Off-Highway tyres recently launched their Instagram illustrator contest#NeverGetTyred. The concept behind the campaign is to embrace the joy of riding to unexplored destinations and #NeverGetTyred with the experiences.
The campaign/contest has been conceptualised and executed by the brand’s Social Media agency, Interactive Avenues – A Reprise Network Company and was kicked off on 11th February 2020 on TVS Eurogrip’s official Instagram page @tvseurogrip.
The brand has collaborated with illustrators such as thedoodledesk, pranitart, comicallysane, and doodles dreams to create content and invite participation by followers.
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Here's an amazing entry by @doodlesndreams. Hurry! Send your entries now! @doodlesndreams A day spent recharging and relaxing, taking a dip in the cool blues and letting it wash all my worries away. I'll #nevergettyred of the moments I get to spend all by myself, reconnecting with nature. Here's my entry for the #NeverGetTyred campaign by @TVSEurogrip. You could also participate and win an Amazon Echo Dot. To participate: – Follow the page @tvseurogrip – DM your illustrations to them (*Illustrations must include TVS Eurogrip tyre – Check their bio for the tyre image) – Win Amazon Echo Dot #TheBikeTyreSpecialist #tvseurogrip
Considering Instagram is a platform where the audience consumes a lot of visually alluring content, the tyre brand wanted to connect with its followers here with content they would enjoy and not mere product information.
Followers are invited to send in their entries on the theme #NeverGetTyred and the winning entry(s) stand a chance to win an Amazon Echo Dot.
Talking about the campaign idea Ashita Namboodiri, Business Lead – Chennai at Interactive Avenues said, “Riders find a reason to ride every day. The passion towards riding literally take people places and bring in experiences to remember for a lifetime. The campaign idea is the germination of the same insight and the response we are receiving is a testimony to the same.”
For the brand, this is one of the many ways to connect with the target audience. TVS Srichakra’s Kavitha Ganesan, General Manager – Marketing said, “We launched brand TVS Eurogrip in August 2019 keeping in mind the needs of millennial consumers. Social Media plays a significant role in connecting and engaging with the new age riders, through this campaign we would like our audience to share their ride stories and how they #NeverGetTyred of experiencing exciting moments in their life”.
The contest is currently underway and the engagement has been encouraging with 36% increase in profile visits since the launch.