BY KIM SHAW
This legacy brand from the house of TI Cycles, has always appealed to the social construct of the Indian male teenager – adrenaline-fueled, rough-and-tumble, in high need for bravado. However, it was time to reassess what the Indian teenager of 2019 stood for. A qualitative study conducted by the agency, portrayed today’s teenager as someone who is empathetic, who feels the need to build a better society and form deeper relationships. From this emerged their new positioning #MadeForMore.
GD Prasad, Associate Vice President, Dentsu Webchutney said, “Re-positioning a brand that caters to the Gen Z audience can be rather tricky. Our team spent weeks conducting their research and testing multiple versions of the script to see which would work best for the India of tomorrow. At the end, we believe we’ve created a film that doesn’t just appeal to them visually, but also captures their pulse and personality.”
Conceptualised and produced by Dentsu Webchutney, the creatively-led digital agency from Dentsu Aegis Network, in association with CATNIP Productions, the film captures how the rugged & fierce Hercules bicycle enables the protagonist to do more and push his boundaries.
Sushant Jena, Head – Design and Marketing, TI Cycles said, “2019 is a very exciting year for us. As market leaders, our objective is to keep surprising our consumers with the next big thing. We’ve put in a lot of effort into creating our most aggressive range of Hercules bicycles yet, and we needed a bold commercial that does our cycles justice. For us at TI Cycles, #MadeForMore isn’t just a brand proposition, we treat it more as a brand truth that enables us stay ahead of the game.”