TVS Eurogrip, India’s leading 2 & 3-wheeler tyre brand announced a digital and social media campaign #TheSpecialistLeague. The campaign aims to celebrate cricket and leverage the frenzy around the Indian Premier League and unite fans of the sport as the most awaited cricket tournament returns to the pitch this year.
The campaign has gone live with a series of posts and videos broadcasted by the company across their social media platforms. The highlight of the campaign is the brand’s idea to come up with quirky names for the teams such Boom Bikers, Kings XI Racers, The Royal Bikers, The King Sooperiors, The Royal Wheels, The SunRiders, The Night Riders and The Dilli Cruisers.
With a lot of topical content, polls and contests, the campaign intends to innovatively entertain and engage audiences with posts celebrating all achievements and milestones of the cricketers on the pitch during the IPL season.
As part of the campaign, the brand has also released a series of short digital films set in a context of gully cricket with smart one liners that connect cricket with the two wheeler tyre category. The campaign has garnered a high engagement rate and has resulted in an increase in the followers of the brand’s social handles by over 10% so far.
P Madhavan- EVP, Sales and Marketing, TVS Srichakra Ltd, said, “For Indians, cricket is not just a sport, it’s beyond that. To most, it is religion! This campaign celebrates exactly that, in a fun, quirky way.
“A good bike ride and a good cricket match are similar in many ways from thrill, fun and delight point of view. We have attempted to bring this alive through our #TheSpecialistLeague campaign,” Madhavan said.
Post the COVID lockdown, a long bike ride will be on the cards for many and TVS Eurogrip ‘The Bike Tyre Specialist’ will be there to make that journey memorable.
The campaign will run till the end of this cricketing season and the brand will continue to put out content and videos on their social media platforms to rejoice sports, entertainment and the positivity with which the nation is moving forward.