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Short-video app Josh and two-wheeler company TVS Motors recently collaborated for a #mileagekabaap campaign.

With the festive season underway, the hashtag challenge was aimed at promoting the high mileage that the TVS Sport motorcycle provides by leveraging the engaging format of short-video content.

As TVS Motors attempted to connect with their audiences in a manner that was relatable, the hashtag ‘#mileagekabaap’ was conceptualised as a spin on Amitabh Bachchan’s cult dialogue from the movie Shahenshah. 

“Rishtey mein toh hum tumhare baap hote hai” (original clip) got a fuelled-up makeover as it was reinterpreted for a GenZ context.

In addition to this, a dynamic filter and custom soundboard was created, leveraging the hashtag challenge to effectively engage with the target audience and to create an impactful brand presence for TVS on the Josh app.

As per the brand, the campaign was a success and was able to garner 112.8 + million video views, over 1400 UGC videos created and around 8.6 million hearts garnered.

Sunil Kumar Mohapatra, Chief Revenue Officer, VerSe Innovation, said, “Short-form video and user-generated content are increasingly being used by brands to engage with their audiences. The #mileagekabaap campaign, hence, is a perfect example of how brands can not only engross, but also collaborate with their audiences to create a holistic brand experience. As a creator-first, content-forward platform, Josh is enabling brands to reach their audiences through exciting campaigns while also giving creators the opportunity to work alongside big brands. Through our partnership with TVS Motors, we, at Josh, were able to help TVS leverage and harness the lucrative format of short-video content in combination with the power of UGC. The results garnered by the campaign speaks volumes of the potential that short-video and UGC possess to increase brand’s affinity and captivate audiences.”

Aniruddha Haldar, Senior Vice-President - Marketing, TVS Motor Company, said, “Short format videos have become the go to platforms for consumers and Josh provided a powerful platform for TVS Sport to engage with its consumers with its powerful mileage message. The #mileagekabaap challenge saw TVS sport achieve over a 100 Mn plus reach with amazing engagement levels. The digital reach was wide ranging across all pop strata and enabled us to connect with our Bharat audience at a much greater level. TVS Sport and Josh became a winning combination!”

Josh’s partnership with TVS Motors is an ongoing relationship. Earlier this year, Josh and TVS had collaborated to promote TVS’s StaR City + motorcycle.