Legacy players are dominating every street corner. Foreign players are trickling in by the hour.
Enter TVS Ronin. A modern-retro motorcycle, with the legacy of a commuter bike.
This is the story of the 365 days, when this David fought the Goliath
for every inch of terrain of the motorcycling world.
a part of the riding community's identity. We grew #Unscripted into a lifestyle. A philosophy for over100000 Ronins, across our channels. Today it has its own annual music festival and the bike's been launched in over
7 countries worldwide. The brand continues to grow from strength to strength.
So, how did the new team create such a tight-knit community of brand loyalists in such a brief period of time?
Scroll down to experience one of moto-world's most successful community-marketing playbook.
Someone who was famous for going off-script, such as Shubman Gill. His classic style with modern technique became the unignorable traits of a Ronin. Someone who moves to his own tune and lives life #unscripted.
Even something as tactical as a "test-ride was gamified and turned into an "unscripted experience".
Word of mouth from it, got us great mileage and earned significant street-cred for the bike.
Only 5 of these were ever made and handed over to cricket fans who scored the highest
in their debut test-ride cricket match.
A playground for Ronins to ride their bikes to. An excuse for them to plan that ever elusive bike ride with their pack. Meet fellow Ronins and engage in motorcycling and musical adventures for 2 whole days in Goa.
every interaction with us, preached the gospel of #Unscripted to our riders.
Followers would regularly tune into the page to find inspiration
for rides, captions and even ideas for their own riding page.
"Ronin Love Language" was perhaps the most successful IP to emerge during this period.
It was designed as a social movement to coin words for motorcycling emotions,
that have long existed, are felt everyday, yet never been articulated before.
Going off-script however, reaped rich dividends. A new motorcycling player got its name in the minds of
millions of moto enthusiasts. Even the results were #Unscripted.
During the cricket world cup when the official sponsors opened the floodgates of their marketing budgets, we did the exact opposite. We capitalised
on being the unofficial sponsor by composing the "unofficial anthem"
of the Cricket World Cup 24. All with our rider's comments and zero marketing spends.
The internet has rap ID generators, DJ name generators, even baby name generators.
But nothing to provide riders an identity for themselves. So on World Emoji Day,
we converted our IG page to a "Ride ID generator".
Directed this one for International Men's Day.
This raked in millions of views, thousands of likes, comments and shares
Found occasions to tell stories that were untold.
Bring the female rider to the limelight in a male dominated category.
our paid content started fishing for new audience in uncharted waters.
@sana_shems | Dermatologist | National Stunt Athlete | Humanist
34.6K followers on IG
https://www.instagram.com/sana_shems/?hl=en
@joshidaniel | Motorcyclist | GoPro Award Winner | Photoblogger
70k followers on IG
https://www.instagram.com/joshidaniel/
@eforeshaan Marketer | Traveller | Rider
87.8K followers on IG
https://www.instagram.com/eforeshaan/
@Malludronetraveller - Traveller | Videographer | Drone Pilot
308K followers on IG
https://www.instagram.com/malludronetraveller/
and decided to base their own modified designs, using the Ronin as the canvas.
In terms of the business, the motorcycle sold a steady 2000-2200 units a month and is only looking to go upwards.
It gave tough competition to bikes such as the RE Hunter, Jawa 42 and Honda CB 350.
Follow it on its social handles to spread the lore further.
