Chennai, 31st March 2015: TVS TYRES bases their latest TVC campaign around the ‘NAYI SOCH NAYI PEHCHAAN’ thought; to support the new brand identity that was unveiled recently, the tyre major followed-up the print media campaign with their latest TVC aimed at reaching out to the large young customer base across the country. Riding on the ‘Change’ thought process we are witnessing in India, the TVC aptly brings out the relevance of the new brand identity and validation of the core brand ethos in this story. The visuals capture this thought of ‘NAYI SOCH NAYI PECHCHAAN’ well while retaining a firm hold on the core brand values of the tyre brand that stands for durability, high performance and strong road grip.
The campaign was created by Rediffusion Y&R and the first round of the TVC is on air across national television channels from 23rd March, 2015. It’s a 360 degree campaign that would be evident across the country.
Objective of the 
campaign
The aim of the TVC is to establish the CHANGE IN BRAND IDENTITY, and mark the beginning of a new journey with the new logo.
Approach
The thought behind the TVC is to convey the message of new look of the brand by talking about the change in a youthful manner, relating more to a younger audience in a contextual and innovative setting.
To bring in a fresh brand appeal that connects well with a Young India…a changing India…
Film Descriptor (i.e. describing the film)
The film visual opens with an Eagle flying high, it zooms down to a group of riders who are seen making their way across rusty rural roads, the visuals show the tyre negotiating tough roads while the young riders go on a ‘clean the village’ drive. The second visual cuts to a city road where a group of school children find it difficult to cross a busy road; enter our TVS TYRES riders who make an impromptu barricade with their bikes halting traffic while allowing the children to safely cross the road. The third sequence shows a newlywed sardharni riding a bike with her soldier husband to drop him at the railway station. The fourth visual shows a newlywed couple using their bikes instead of the customary horse carriage / marriage procession. The message of change comes out clearly in this new TVC campaign by TVS TYRES.
Campaign Summary:
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Campaign elements: TVC, Print, Outdoor, Radio & Cinema
Creative Agency: Rediffusion Y&R
Director (of the film): Indrajit Nattoji
Producer: Indrajit Nattoji
Production House: Blink Pictures
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TVC details
Working title of film: Nayi Soch.Nayi Pehchaan
Duration: 40 secs
Campaign breaks as of: 23rd March 2014
Exposure (mediums used): Television, Print, Outdoor, Radio & Cinema
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Excerpts from Company Spokesperson-
Speaking on the release of TVC campaign, Mr P. Vijayaraghavan, Director, TVS Srichakra Ltd said, “The NAYI SOCH NAYI PECHCHAAN TVC campaign is an apt extension of our new brand identity that we unveiled recently. Like the old saying goes “Change is Constant’, and adapting to this constant change is vital and connecting with the youth of the country who are leading this change is key to staying relevant in their minds. This is what our TVC has attempted to do; the freshness of the change, the mass appeal of simple ideas and the powerful visuals bring alive this thought’.
