Primesite Launches OOH Campaign For TVS JIVE

Nirbhay Taneja | Delhi | May 20, 2010

Primesite, Mudra MAX’s out-of-home solutions unit, executed an ingenious campaign for TVS Motor Company, India’s third largest two-wheeler manufacturer. The campaign ‘Traffic, Ab no tension’ announced the launch of its new range of bike named 'Jive'. Primesite significantly takes this Non -stress drive through Jive by means of an effective outdoor campaign.

The main objective of this campaign was to convey its target group about TVS as a brand that always stands for innovation, easy to handle, environment friendly backed by reliable customer service. Primesite has notably proved to break the clutter and has also created enough buzz in the market about JIVE which is the only clutchless bike introduced in India.

The campaign has kicked off on 25th April’10.The media vehicles like Gantry, billboard, Unipole, bus branding etc. were used effectively to communicate the message. All prominent and arterial routes in West Bengal, Orissa, Kolkata along with 10 other cities across India were targeted. Ideal TG aimed for the campaign was age group of 25 years+, married and into profession like sales, trading, courier, commercial, industrial, or simply, people who are constantly on the move the whole day.

Arun Siddharth, Business Head-Motorcycles, said, “We have worked with Primesite on outdoor campaign for TVS Jive- India’s 1st Motorcycle with Auto Clutch. We required extremely sharp, differentiated and specific traffic joints across 150 towns across the country. We found the execution by Primesite extremely good on this specific requirement. The planning and attention to detail is extremely appreciated. We hope to continue associating with them on our outdoors”.

Commenting on the campaign, Mandeep Malhotra, Senior Vice President, Primesite said, “We are very happy to have a client like TVS & truly appreciate them for launching an auto clutch technology that’s never been put to use on a bike in India before! Primesite has attempted to create memorable flashes for TVS Jive, thus building high recall and strong brand association for the brand.”