TVS Motor Company has unveiled the marketing campaign for its flagship scooter — TVS Jupiter. Titled #DilKaMileage, the campaign kickstarts with a new TVC video where people go the extra mile for their loved ones.
#DilKaMileage explores the story of a father, who drops his daughter for her cricket practice astride his TVS Jupiter and is mindful to handover the safety gear. The frame then moves to a husband, navigating through narrow lanes, to cater to his pregnant wife’s pani puri cravings and ensuring she is comfortable on the way. It also captures a moment from a young man’s life as he waits on a highway to pick up his father arriving on a late-night bus and is rewarded with an expression of delight as the father disembarks.
The film closes with Amitabh Bachchan, the brand philosophy evangelist of the brand say, “Jab apno ki muskurat khushiyo se bhar deti hai dil… toh usse Dil Ka Mileage kehte hai.”
Set amidst the historical and culturally vibrant backdrop of Lucknow, the TVC reaffirms that it is the little things we do for loved ones that go a long way in creating happiness.
Commenting on the ad film, Aniruddha Haldar, Vice President (Marketing), Scooters, Commuter Motorcycles and Corporate Brand, said, “We have known that mileage has always been the overriding concern for the Indian Commuter. However, we believe this concern is from a strong desire to do more, achieve more, go that extra mile — especially for their loved ones. Hence this concern for mileage is based on the need to clock more and more #DilKaMileage, through going that extra mile for their loved ones. TVS Jupiter is their preferred ride, not only because of its performance, including mileage but for sharing the belief in #DilKaMileage. We are confident that our consumers will be increasing their #DilKaMileage on every ride with their TVS Jupiter.”
“The idea was to elevate the brand from talking about just mileage of the scooter to what the man does with it. Mileage tells how far the scooter would go but Dil Ka Mileage tells you how far would the person go for his near and dear ones. The film celebrates the family man who every day selflessly does little but important things for his loved ones that make them smile.” said Krishna Mani, Executive Creative Director – South, Dentsu Network Advertising Private Limited.
Creative Agency: Dentsu Network Advertising Private Limited
Production House: Entourage Films Private Limited
Director: Shikha Makan