The Brief

TVS Motor Company was having a difficult time penetrating the small town market with its women oriented ungeared scooter, TVS Scooty. The defined objective was an 8% sales conversion rate from amongst the women contacted. We noted that young women faced the problems in terms of learning to ride a scooter, be it the lack of facilities, or the disinterest shown in teaching them. We decided to extend the brand’s proposition and project it as the solution provider to the above issues faced by women.

Creative Execution

No mass media or tactical promos were used to sell the two-wheelers; just the ‘TVS Scooty Institute’ to teach young women how to ride them. The effort was on education rather than hard-sell. The idea was to teach young women to ride a Scooty and thereby generate confidence which manifested itself as trust in the TVS Scooty brand. The 'Women on Wheels' program gave women a chance to feel comfortable and confident about attending a driving school.

Describe the creative solution to the brief/objective.

A TVS-IMRB nationwide research provided the insight that any girl who learns to ride on a particular bike(brand) will invariably like to buy that bike only – the training stage is a huge influencer in purchase decisions. We introduced a large scale project titled - 'Women on Wheels' in which we set up 'The TVS Scooty Institute', to educate women to ride a two wheeler. Women Trainers certified by TVS educated the women on the correct technique of riding a scooter, and the institute guided them in the riding license process.

Results

The success of the program is evident from the number of women trained and empowered. • Over 0.39 million women have been contacted so far, which makes this India’s biggest 2 Wheeler contact program that effectively engaged young women • More than 42,000 women have been trained, empowered and are ready to hit the road. • The Program has touched women’s lives across the country, in over 88 towns. TVS won the hearts of principals, teachers, parents and the traffic police; who all came out in support of the program.