TVS Eurogrip found a unique way to leverage its partnership with IPL franchise Chennai Super Kings in the recently concluded 2022 edition of the tournament. The brand launched a slew of influencer and advertising campaigns featuring the players from the team.
The brand used AI-based tools to develop personalised ads for all its retailers and influencer partners (mechanics). These videos have been customised to feature an array of star players from the CSK team, including Ravindra Jadeja, Robin Uthappa, Ruturaj Gaikwad, N Jagadeesan and Shivam Dube. The brand put forth a target to make these ads for over 30,000 partners.
Kavitha Ganesan
Speaking about the initiative, Kavitha Ganesan, Head of Brand Marketing, TVS Eurogrip, said, “The CSK partnership is a strategic one for us as a brand and we saw this as a great opportunity to engage with and energise our trade and channel partners. So, we went one step forward: beyond making brand communication and advertisements with CSK star players for TVS Eurogrip, as a goodwill gesture, we used artificial intelligence and machine learning to make personalised advertisements for all our retailers, and channel partners and mechanics.”
“This was done thoughtfully, without force-fitting our brand keeping the personalised video at a generic level, encouraging customers to go to the tyre store/mechanic for all his / her tyre needs. This exercise has proven to be a way for our channel partners to directly capitalise on our CSK association,” she added.
Apart from this, they had also conceptualised the ‘Rider Rap Challenge’ for the Gen Z audience. The Rap challenge features celebrity rappers like Arivu of ‘Enjoy Enjaami’ fame and Hip-Hop artist, Enkore. It has been produced by Ankur Tiwari and Hashbass. The music video features the star players of the team dancing to the rap tune.
However, to create the hype around the music video, social media users were first invited to contribute their lyrics. The winner’s lyrics were finally used in the final video. “Post-launch of the rap video, TVS Eurogrip shared Reel versions of the song with a hook step and encouraged people to participate with their versions of the reel. The campaign has reached over 3 million people so far.”
Along with these they also conceptualised three humourous ad films which were aired during the tournament.
Elaborating on what their association with CSK means for the brand, Ganesan said, “TVS Eurogrip’s ‘Whistle through every Turn’ campaign had high visibility on both TV and OTT platforms this IPL season. The campaign has just concluded but is expected to have reached 20 million users on digital platforms alone. TVS Eurogrip has garnered a 60% increase in followership on social media since the start of the CSK association.”
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