TVS Motor Company has launched a new campaign for its electric scooter TVS iQube, focusing on its positioning as a family-oriented EV.
The campaign builds on the brand’s adoption among Indian households, with the company stating that over 850,000 families use the scooter. It marks one of the brand’s largest television-led campaigns, supported by a media rollout across platforms including the IPL and cinema.
The campaign film depicts the role of the TVS iQube in everyday scenarios, including school commutes, office travel and family outings. It presents the scooter as a shared utility within households, highlighting its use across different members of a family.
Watch the campaign here:
The narrative incorporates product features such as pillion backrest, hill hold assist, connected capabilities, storage space and running costs within these scenarios.
Speaking about the campaign, Saurabh Kapoor, VP – Marketing, EV Business, TVS Motor Company, said “We have always believed that meaningful innovation is rooted in the customer needs. TVS iQube’s journey has been built on the trust of lakhs of customers who have made it an integral part of their everyday lives. This campaign is a natural progression of that journey, strengthening our positioning as India’s favourite family EV. As we take this story to a national stage through television, including marquee platforms like the IPL, we are confident it will resonate deeply with audiences and further accelerate EV adoption across the country.”
The campaign is based on three key principles outlined by the company: offering a range of options across features and variants, focusing on safety and ownership experience, and ensuring ease of use.
TVS iQube is currently available in over 1,000 cities through more than 3,300 dealerships across India.
