TVS Motors rolls out scooty activations in Tamil Nadu
by EVENTFAQS Bureau | < a href = '/news/corporate-brand-marketing' > Marketing a > | April 9, 2012 | News
TVS Motors rolled out an activation to promote the TVS Scooty Pep, Babelicious and TVS Wego in the state of Tamil Nadu. The activation started on March 9 and culminated on April 3, wherein they enlightened women on the safety measures to be taken while riding the two-wheeler as a part of promoting their product. Axiom Gen Nxt was roped in to execute the activation.
Axiom Gen Nxt visited 120 colleges across the districts of Tamil Nadu like Salem, Vellore, Madurai, Tirunelveli, Erode, Namakkal, Puducherry, Dindigul, Tirupur, Cuddalore and Trichy.
Commenting on the objective behind the initiative, P. G. Satish Kumar, Head - Scooty Programs, TVS Motors said: "Through the activation, we aimed to generate brand visibility of the product. We plan to take the activation to other cities too."
Every college the brand visited had a display area where the emcee conducted games relevant to the character of the brand and their features. Personalities such as local lady traffic inspectors, police inspectors, NCC officers, lady driving instructors, martial arts professionals, social workers, entrepreneurs, radio jockeys and others interacted with students in the colleges about remaining safe and empowered. One woman from every college was identified as an achiever, who spoke to the students about road safety and personal safety.
To promote the activation, posters were put up in every college with information about the activity date in respective regions.
Speaking about the event, Aravind A. Kidambi, Head - Business Development, Axiom Gen Nxt said: "The brief to us was to ensure that the brands reach out to potential customers at colleges and conduct activities to ensure increased brand visibility, brand recall and test rides which would increase sales inquiries. We have been associated with TVS for a long time and execute brand activations for them, particularly with their scooty products."
The event engaged about 80,000 students through this activity, out of which the winners in the respective games were gifted branded helmets, and arm and knee guards.
The activation to engage college girls is expected to be extended to other cities.