TVS scoots over colours...

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...and wows dudettes with 99 of them!

Natkhat Neela, Disco Green, Satrangi Narangi... take your pick. On offer are not nail paints or lip colours but a range of scooties to choose from. Nowadays, 99 is a popular number... From a Hutch connection to a McDonald’s Happy Meal offer, marketers across categories are using it as a powerful allure to book their customers. However, TVS Scooty is throwing a different bait around it. The auto major has come out with a catchy range of 99 colours to make it easy (or more difficult!) for the fairer sex to choose the colour they want to go about painting the city roads on.

The latest commercial of the scooty brand is set in a typical bazaar where vendors sell colourful chudee, dupatta and flowers. However, two chirpy girls go about asking for unusual colours from shopkeepers, leaving them amazed and amused at the same time. “Girls are very particular about the choice of colours, and it requires a very large palette to meet their needs,” says S. Srinivas, Assistant General Marketing Manager, TVS Scooty, offering the insight behind the range.

Of late, competition in the scooty space has pepped up and competitors like Hero Honda Pleasure are on prowl announcing daringly - “Why should boys have all the fun?” In the past, bubbly Preity Zinta and charming Minissha Lamba have ridden the scooty brand promoting it as one which promises fun and freedom. However, this time around, its communication strategy rests more on colours and choice. Both Sujit Unni (Senior Creative Director) and Mathanki Kodavasal (Creative Team Leader) of McCann Erickson agree as they say, “Girls use colours as a form of self expression. Therefore, they always look for that particular ‘ONE’ colour which is very difficult to find unless the palette is as wide as Scooty’s.”

The ad is lively and keeps the viewer engrossed till the very end. Moreover, the backdrop of a vibrant bazaar blends perfectly well with the theme. “Fun is integral to Scooty’s brand equity and will remain a core element of all future communication,” offers Srinivas. The inspiration came from innovative lipstick and nail-polish shades like Orange Trap, Electric Red, Purple Mischief, Copper Mystery et al.

Just like the ad in which the girls add sizzle and colours ensure vibrancy, the shooting of the film was not bereft of pep. “Characterisation of the bazaar vendors and selecting the right actors was a very interesting exercise. Also, the way the set was constructed, transforming an empty road into a colourful bazaar was quite unbelievable,” says the creative duo. The new face in the commercial is of Trisha, a leading South Indian actress. But, Preity’s fans needn’t pull up a long face as Trisha hasn’t replaced Bollywood’s ebullient queen Preity, who’s just another sparkling beauty associated with the brand for this campaign. “Like Preity, Trisha has a very perky, bubbly image that goes with the brand personality of TVS Scooty,” adds Srinivas. Despite the congested setting, the shooting of this film was a trouble-free experience. Yes, a teenie-weenie problem did arise at the editing stage, as the post-production team had a little too many brilliant shots to choose from. Guess, having too many choices is not always a great thing.

Edit bureau: Romsha Singh & Pallavi Srivastava

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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Rashmi Bansal Publisher of JAMMAG magazine caught red-handed, for details click on the following links.

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No wonders here!

Why Study Abroad When IIPM Gives You 3 global Advantages!

On July 7, 2007 – or 7/7/7 – the new Seven Wonders of the World were declared in Lisbon, Portugal. The new architectural marvels were chosen by votes cast by 100 million people from all over the world (by SMS or over the Internet), and the glittering function included appearances by Hollywood actress Hilary Swank (remember Million Dollar Baby and Boys Don’t Cry?), Bollywood star Bipasha Basu and British actor Ben Kingsley; there were performances by Jennifer Lopez and Jose Carreras too. Here, we give you a low-down on the seven great wonders that will forever remain etched in public memory – and, of course, history. And since we are all in India, let’s start with our very own Taj Mahal, built by emperor Shah Jahan in memory of his wife Mumtaz Mahal. Then, there is The Coliseum of Rome (Italy), built by Emperor Vespasian; The Great Wall of China, the longest man-made structure in the world, measuring 4,000 miles; Christ the Redeemer in Rio de Janeiro (Brazil), which stands overlooking the Rio harbour. These are followed by Machu Picchu in Peru and Chichen Itza in Mexico. And finally, there is the city of Petra in Jordan, which is home to the Nabataean ruins.

For Complete IIPM Article, Click on IIPM Article

Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

For More IIPM Info, Visit Below....
The Sunday Indian - India's Greatest News weekly
IIPM, ADMISSIONS FOR NEW DELHI & GURGAON BRANCHES
IIPM, GURGAON
ARINDAM CHAUDHURI’S 4 REASONS WHY YOU SHOULD CHOOSE IIPM...
IIPM Economy Review

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http://iipm-management-courses.blogspot.com/
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http://indian-magazine.blogspot.com/
http://iipm-leadership-skills.blogspot.com/
http://dare-to-think-beyond.blogspot.com/

Rashmi Bansal Publisher of JAMMAG magazine caught red-handed, for details click on the following links.

• Hindustan Times Article - Publisher goes underground
• Rashmi Bansal (Editor of JAMMAG)
• Rashmi Bansal (Publisher of JAMMAG)