Mumbai: TVS Raider has unveiled an new integrated campaign titled ‘Call of the Wicked,’ inviting riders to unleash their inner thrill-seeker and embrace their “wicked” selves. Conceptualized by FCB Kinnect, the campaign showcases the spirit of individuality and adventure, powered by the bike’s innovative iGO feature and enhanced performance.
The cinematic film targets Gen Z thrill-seekers who crave speed, power, and a distinctive identity. Set against a vibrant cityscape, the film captures an adrenaline-fueled journey that highlights the stylish new look and standout features of the TVS Raider. Drawing inspiration from superhero lore, it evokes the feeling of riding to answer the ‘call of the wicked.’
Rohan Mehta, CEO of FCB Kinnect & FCB/SIX India, remarked, “A truly powerful idea speaks volumes, even in silence. By transforming a sharp insight into a cinematic experience, we’ve captured the bold spirit of the TVS Raider in a way that’s as unforgettable as the ride itself.”
Nishant Pratap, Group Executive Creative Director (South) at FCB Kinnect, added, “The new Raider epic is a pure adrenaline kick at 24 frames a second. Our intent was to stay true to our wicked roots and celebrate the million-plus Raiders out there. Being the fastest in its class, skinned in the spanking-new Nardo Grey, we just had to make a film that deserves announcing its arrival.”
The ‘Call of the Wicked’ campaign is now live across digital and television platforms, further establishing TVS Raider as a leader in the biking community and resonating with riders eager for a thrilling experience.
