Breaking News for all the bike lovers: Apache RTR has launched its 160 cc variant in the Apache RTR series ... I am not sure how fresh this news is but Damn sure about the TVC it has recently rolled out. the TVC is crafted by McCann Erickson and beautifully showcases the speed and thrill one feels while driving. To be honest when i first saw this campaign i wasn't sure if it was an Indian ad and to show how honest i was , i was ready to bet! any ways the campaigns satisfactory, it's more like an action movie and less of an ad. Here's the storyboard and the TVC too...
TVC opens with a typical movie scene with an officer standing with his gun pointing at people in a car. The camera pans on the officer, he looks all shaken up and feeling dizzy. The words flash on the screen 'earlier'. We see the same officer come out of a coffee shop stirring his coffee, when suddenly a car crosses him with full speed thus spilling the drink all over him, frustrated he stops a biker and asks him to follow the car.The biker takes off in full speed,following the car. While he looks at ease driving , the officer seems to lose his grip a couple of times and then tightly hold the man(obviously out of fear)Pulling off a great stunt, the man, stops in front of the car .We see the first scene repeating with the officer holding his gun at the people, and also explaining to us his dizziness.
A VO goes like 'TVS Apache RTR 160 scary fast'
I don't know how well i was able to explain it but its better if you have one look at the TVC as well Click Here
If i had to rate this commercial I'd give it a 7 on a scale of 10.
With time the definition of speed is changing and so is the presentation. There are a limited companies in motorbike category but zillion of brands and sub brands. Each brand has the same 'USP' Speed. If i may say, an advertisement is like cooking a perfect roasted chicken, if you over cook you spoil it and if you under cook you still end up spoiling it and all the more making it indigestible. It has to be perfect ,the ingredients (actors), taste(audience) and most importantly the chicken(the storyboard). It should be heated and produced at the place best suited! I remember Yamaha commercial which shows its Brand ambassador John Abraham being scanned from head to toe by the bikes (Do you remember the ad? never mind here's Yamaha FZ - John Abraham TVC ) I personally found it irritating and wondered how much did they pay him to get scanned? Then there is Sakshi & Dhoni TVS Star City TVC Another waste! Why ? What was Sakshi doing there? just standing and making highly annoying faces! even the thought of it makes me go mad. There are so many commercials with celebrities , OK i remembered one more TVS Sport - Virat Kohli . What saved this act was the song! Why would anyone buy a TVS sport with no sporty look at all. Had it been Karizma then it would have made sense , a man going greedy over it. This ad was loved by the audience because of Virat Kohli, to say the truth!
Anyways this is just a glimse of what the industry is producing and what it is capable of. I think very high of the advertisers but sometimes i do not understand their Psyche! But McCann did justice to the brand !
