TVS Motor Company has unveiled a new campaign film for TVS Apache, titled ‘Tu Race Laga’. The launch comes alongside the celebration of 7 million global customers for the brand.
The campaign is built on the brand’s 'Track to Road' philosophy. Directed by Indian filmmaker and National Award winner Ram Madhvani, the film aligns with TVS Apache’s positioning around adrenaline, control and excitement of the racetrack.
Commenting on the milestone, Gaurav Gupta, President, India 2W Business, TVS Motor Company said, “We thank the 7 million TVS Apache riders for their trust and passion over the past two decades. From racing roots to a global performance brand, this milestone reflects the dedication of the entire TVS Motor ecosystem. We will continue to push the boundaries of performance motorcycling through purposeful innovation, global expansion, and strong riders communities.”
Sharing more about the journey and the new campaign, Vimal Sumbly, Head Business - Premium, TVS Motor Company said, “Twenty years ago, TVS Apache was born with a singular vision—to bring the excitement, control and race-bred capability of the racetrack to everyday riders through our ‘Track to Road’ philosophy. Today, as we celebrate the milestone of 7 million customers globally, we are proud to see TVS Apache evolve into one of the world’s fastest-growing premium motorcycle brands and a thriving community united by a shared passion for riding. The launch of ‘Tu Race Laga’ is a tribute to this journey and to every rider who chooses to push boundaries, embrace progress and carry the racing spirit into everyday life. As we look ahead, we remain committed to redefining motorcycling through relentless innovation, race-bred technology, and experiences that inspire riders across the world.”
