Chennai: TVS Eurogrip, an Indian 2 & 3-wheeler tyre brand has embarked on a comprehensive and multi-faceted brand campaign to leverage their partnership with IPL Franchise Chennai Super Kings.
The brand has launched a slew of surround initiatives, leveraging digital and social media that will help build on the main brand campaign. This is in line with the brand’s ambition of building a youthful, vibrant brand that resonates with millennial and Gen Z Indian riders.
The company has used AI based tools to develop personalised ads for all the brand’s retailer and influencer (mechanic) partners. This is a goodwill gesture from the brand’s side and the idea is to use CSK’s star players not just for the brand’s advertisements but to extend the same to advertise for affiliated retail counters and mechanics. These customized/personalised ads feature an array of star players from the CSK team who are seen endorsing retail and mechanic outlets of TVS Eurogrip and invite customers to visit the outlets for all their tyre needs. The ads will be made available in English, Hindi and Tamil with mapping of languages to states and specific cities. The brand targets to make these ads for over 30000 partners.
The brand has conceptualized and announced the ‘Rider Rap Challenge’, a contemporary musical form extremely relatable for Gen Z and millennials . The rap video also features star players from CSK shaking a leg and inviting people to participate along with Rap influencers.
The newly launched website of TVS Eurogrip is created to cater to varied user needs at every stage of the consumer decision journey. TVS Eurogrip has built a recommendation engine as part of the website that suggests the right kind of tyre based on user requirements and preferences.
The website caters to all kinds of user journeys – be it for researching online and buying offline to knowing when it is the right time to change tyres or to buy tyres online.
Some of the salient features include an E-Commerce store where one can buy a tyre in less than 5 minutes, an online extended warranty registration module, a comprehensive search facility to get the best recommendations of tyres and a product comparator and 360-degree view of tyres.
Apart from the above, there are a slew of trade and mechanic activations on ground. This will help strengthen TVS Eurogrip’s positioning as The Bike Tyre Specialist and help build engagement with all stakeholders.