TVS scoots over colours...

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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

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