TVS Releases A New Campaign For Its Cruiser Bike, Ronin

TVS Motor Company has released a new brand campaign for its cruiser bike Ronin. The main brand asset of the campaign is a video featuring the rock band Girish and the Chronicles, and the sufi band Kabir Café. The film brings to life the world of possibilities that arise when the ‘modern’ and ‘retro’ worlds come together. 

TVS understands its customers and their key affinities when it comes to connecting with them across all touchpoints. Music, travel and social connections are key motivations for the TVS Ronin customer and as the brand connects all these dots seamlessly through unscripted experiences.

TVS Ronin is available at a price range of Rs. 1.49 Lakh to 1.68 Lakh in India, in 3 variants and 5 colour options. The Ronin is a powered by 225cc BS6 engine, mated to a 5-speed gearbox. The engine of Ronin develops a power of 20.4 ps and a torque of 19.93 nm. The TVS Ronin gets disc brakes in the front and rear and weighs 160 kg. The bike has a fuel tank capacity of 14 litres.

The motorcycle has been engineered with tech features like Dual channel ABS, Rain and Urban modes and Bluetooth connectivity with voice and Ride Assistance, in a retro design package.

Vimal Sumbly, Head Business - Premium, TVS Motor Company said, “We want our viewers to know there is no right or wrong while living life on your terms. The brand inspires them to explore new things and varied experiences in life without fearing the result. We want them to live the #Unscripted life.”

The video taps into the personality traits of the TVS Ronin customers through the protagonists who are enthusiastic, curious, spontaneous and build connections with other like-minded riders along their journey.

The video goes on air on various platforms – the soundtrack “Malang Musafir” will also be made available for viewers. A multimedia approach with engaging and interactive amplification activities that extend to print media, on-ground activations, social channels and other digital platforms brings alive the integrated marketing campaign for TVS Ronin.