TVS Apache: Winning over racers with the not-the-fastest bike

Sangeet Saraogi, Ashwin Rasquinha, Abhijith Shetty

Motorcycle manufacturer TVS Motors grew sales and positive brand sentiment in India for its TVS Apache bike through Built To Order, a factory customisation platform.

Campaign details

Brand: TVS Motor Company Brand owner: TVS Motor Company Entrant company: TVS Motor Company Limited Idea creation: McCann New Delhi Market: India Sector: Motorcycles, bikes Media channels: Content marketing, Events & experiential, Livestreaming, Mobile & apps, Online display, Online video, Public relations, Search marketing, Social media, Websites & micrositesBudget: 500k - 1 million

Executive summary

Premium bikes as a category is a difficult landscape when it comes to retail sales. The cost of owning a racing-grade bike is as high, if not higher,...

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