Abhinav Mohapatra, New Delhi
Last month, TVS Srichakra, the Indian tyre manufacturer had unveiled its new brand identity and logo. The new logo depicts an eagle carrying a tyre on top with two arrows showing circular motion. According to official reports from the company, the logo is said to fortify the clarity and purpose, the eagle depicts, greater manoeuvrability, power and superior grip with the arrows showing a ceaseless forward motion.
To market and communicate its logo and brand identity change, TVS Tyres has launched an outdoor advertising campaign with the objective to announce the brand`s new Logo in the market as well as boost on-ground sales through substantial visibility across key markets in India. Posterscope India has executed the OOH campaign across 700 media sites in 20 cities targeting males in an age group of 18 to 45.
The imagery of the campaign communicates a large depiction of the new logo that reads `Welcome to the new face of TVS Tyres. Welcome to new destinations` along with the products such as, 2 wheelers, 3 wheelers, ultra light truck tyres, off-highway tyres and the brand philosophy on the bottom `There will always be a way`.
According to Posterscope India, the campaign had to be broken all together in the selected 20 cities in multiple languages with multiple adapts, all within a time-frame of 3 days. The agency prioritised markets according to the feedback of the business team to optimise impact as per market prioritisation. Large format billboard were chosen at relevant touch points to amplify the communication of a new logo launch. A variety of media mix was utilised, for example bus shelters and panels to render reach and frequency.