Apache is getting bigger and better. Since the launch of the Apache, TVS has been bettering its promotion as well as the Product. This year saw the high profile launch of the new variant of Apache...... Apache RTR 160......
It is the racing variant of Apache. RTR stands for Racing Throttle Response. What essentially this Markonym means is that RTR is the Sporty version of Apache. The new variant is going to take on the high profile launches of Pulsar.
What I like most about Apache RTR 160 is the promotion. TVS has come out with an TVC that made me sit up and watch.
Watch the TVC here : Apache RTR
Apache has become a real macho with this ad. Superbly crafted, the ad relates Newton's three laws of motion with this brand. Ofcourse there is a dude and a dame but the idea is something that stands out and execution perfect. The product has many features that substantiates its calling itself a racing bike, and the ad clearly justify the proposition. I would rate the new ad 10/10.
TVS has a winner at hand. The pricing is not exorbitant and some more blockbuster campaigns can make Pulsar Sweat.Watch the TVC here : Apache RTR
Apache has become a real macho with this ad. Superbly crafted, the ad relates Newton's three laws of motion with this brand. Ofcourse there is a dude and a dame but the idea is something that stands out and execution perfect. The product has many features that substantiates its calling itself a racing bike, and the ad clearly justify the proposition. I would rate the new ad 10/10.
Related Brand
Apache
TVS is actually just following the path shown by what Bajaj has done with the Pulsar..
ReplyDeleteFiero to Apache RTR Evolution:
Fiero/Fiero F2/Apache 150 and now Apache RTR 160
In the beginning TVS had been quite conservative in its approach. It tried to please the commuter rather than the ones who were looking for performance out of a 150 CC.
Ultimately after watching the Bajaj take away all the glory with its "Performance Oriented" Pulsar, TVS had to follow the path of the Pulsar..
The current sleek styling, sporty riding position, digital speedometers, alloy wheels, Black alloys and Engine Covers of the Apache RTR have all been inspired by the Pulsar.
Building a brand around the Apache:
TVS initially didn't care to create a brand around the Fiero.. The Fiero/Fiero F2 did not have an identity of its own.
With the Apache TVS is conciously trying to create a brand around it.. something which the Pulsar always had.
Differentiate from Pulsar
In order to differentiate from the "Definitely Male" positioning of the Pulsar, TVS has tried to create a teenage/youthful persona around the Apache.. (Young Guys/Girls/Classrooms)
Only shortcoming I see of the Apache:
The Apache RTR looks and feels SMALL compared to other 150 CC's in the market. And according to my understanding, Majority of Indian bikers look for bikes which appear and feel BIG..
Thanks for giving me link to watch the Ad for the new RTR Apache.
ReplyDeleteEveryone but me in my house have already watched the ad in the TV. Through your link I enjoyed watching the Ad. The ad concept with first three laws of motion (Newton) is nice. The picture image of the vehicle is clear. My 10 year old son who was a fan of Karisma vehicle till a few months back now wants Apache RTR. Thanks for expanding RTR he will discuss it in his tomorrow's playtime with his friends.
He is too young to have read the 3 laws of motion, but how the ad has attracted him I don't know. Ofcourse I smiled when the TV ad ended with "Practicals".
- rajashokraj@yahoo.com
rajashokraj@gmail.com
I posted my thoughts on this ad at
ReplyDeletehttp://blogs.msdn.com/mayurk/archive/2007/07/22/one-of-the-best-tv-commercials.aspx
TVS were extremely irresponsible with their early ad-campaigns for the Apache. TVCs featured riding the bike without a helmet. Print ads featured pictures of the bike without rear-view mirrors. While most might think I'm nit-picking, these subtle nuances point out what the company is willing to compromise on (in this case safety), in order to achieve the desired positioning (in this case, youthful).
ReplyDeleteIn many ways, Apache's rivals - the Pulsar, the CBZ-XTreme and the Karizma are guilty of the same crime. All their ads show bikes sliding, jumping or coming perilously close to cliffs. Most manufacturers simply get away with a disclaimer saying that the stunts have been performed by professionals.
All the jazz might look good on screen and otherwise. But advertisers and marketers owe it to the masses to be a little more responsible with their communication.