TVS Unscripted Campaign: 365 days of lifestyle marketng

This isn't a case study. This is a tale that will be narrated countless times. Recounting a famous street-fight of the motorcycling world.

The year's 2023. A full blown turf war is on in the world of Indian motorcycling.
Legacy players are dominating every street, block and neighbourhood.
The premium motorcycling category is heating up, day by day.
Foreign players are trickling in by the hour.

Enter, TVS Ronin. A modern-retro motorcycle, with the legacy of a commuter bike.
Launched in 2022, it wanted to make a name for itself in the big-bad world of premium motorcycling.
All it had was its unconventional design and the identity of an #Unscripted motorcycle.

In 2023, a new team took over the reigns.
Grew it into a clan of 100000 tight-knit loyalists, across all its channels.
This is the story of the 365 days, when this David fought for every inch of terrain, with the Goliaths
of the motorcycling world. A deep ride into the journey of an underdog that grew itself into
a pack of wolves. All on the back of a strong, structured, sustenance campaign.

After the former team launched TVS Ronin as the #Unscripted bike,
the task was clearly laid out for the team taking over.

Nurture #Unscripted into a magnetic lifestyle, that riders across the world would adopt and champion.

We started by identifying a face from pop culture who was the perfect blend of modern and retro. Someone who was famous for going off-script.

We placed our bets on Shubman. His classic style with modern technique
could inspire millions to march to their heart's tune.

From the choice of the brand ambassador to everyday trend jacking.
every interaction with the brand preached the gospel of #Unscriptedness to our audience.

Followers would regularly tune into the page to find inspiration
for rides, captions and even ideas for their own riding page.

We continued to unveil more shades of #Unscriptedness throughout the year.
Our modus operandi? Create our own unpredictable and unprecedented IPs.

Ronin Love Language was perhaps the most successful IP out of the lot. A simple idea to coin words
for motorcycling emotions, that have long existed yet never been expressed before.

It was launched during the Valentine's week, an unusual day for a motorcycling brand. Going off-script however, reaped rich dividends. We enjoyed excellent TOM recall,
share of mind/voice and NSS during the Valentine's week.

A new motorcycling player got its name on the tip of millions of rider's tongue,
to the envy of the well established players. Even the results were #Unscripted.
1000s of riders engaged with the motorcycle's name
to coin words that went into their own motorcycling vocabulary.

Zero budget, high impact spike ideas flourished on our page during the year.

During the 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".

Ideas that attracted new followers organically and grew us into an irresistible community.

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.

Even something as tactical as a "test-ride was re-scripted and gamified" in a form never experienced before.

A big win for the brand among the cricket fans was the world cup edition TVS Ronin.
Only 5 of these were ever made and handed over to cricket fans who scored the highest
in their debut test-ride cricket match.

TRC bridged the gap between a strong online following and high walk-ins at the dealership.
Launched during the peak of cricketing fever, 1000s of cricket fans rode the bike for the first time.
Word of mouth from it got us great mileage and earned significant street-cred for the bike.

Regular editorial posts and unpredictable posts continued. Helping us connect with our audience at a deeper level.

The brand started to feel like a friend our followers liked hanging out with.

While zero-budget, in-house content continued to do its magic,
our paid content started fishing for new audience in uncharted waters.

Our marquee ride amplification got us the eyeballs and earned us the cool-creds.

We doubled down on our hunt for new followers with our tastefully handpicked influencer collabs.

@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/

Our festive greetings and our performance ads helped widen our reach far and beyond.

In 365 days we became an integral part of our rider's identity.
The brand earned its own space in the motorcycling scene. Today, it continues to grow from strength to strength,
following the playbook laid down in this period.

It has its own dedicated music festival in Goa. It's been launched in 7 countries worldwide.
Also, there are several custom variants, (a majority of them fan-made)
tearing the tarmac all over the world.

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.

The story of Moto-world's most loved underdog continues online.
Follow it on its social handles to spread the lore further.

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