CAMPAIGNTITLE: CATEGORY: CLIENT:

WOMENONWHEELS:THETVSSCOOTYINSTITUTE BESTMEDIASTRATEGYCONSUMERDURABLES TVSMOTORS

PRODUCT/SERVICE: TVSSCOOTY SummaryStatement

For most young women in the smaller towns of India, the hassle of getting themselves a two wheeler is too much of a barrier. To start with, there is no familiarity with the product. Learning to ride on Indian streetsisnteasy.Addtothatthelowconfidenceofanewrider.Thefamilymembersdontencourageit aloteithersincetheurgencyforawomantobemobileisntperceivedtobeashighasforaman. Sowejustwentaheadandsimplifiedit.Wehelpedyoungwomenlearnhowtorideatwowheelerthus ensuring they were comfortable with the vehicle. Then we helped them to get a Learners Driving License, thus making it easier for them to convince parents to get a new TVS Scooty for them! In the process, we made the TVS Scooty the first choice at the time of purchase. We think this campaign was most uncommon because it spoke to the (1) non riders, (2) it trained the women on the usage of the product, rather than hard selling it,(4) it focused on removing the micro hasslesofgettingalicenseetc,and(3)itfocusedonWhatwomenwant. Herewasacampaignthatputforthanhonestattempttogetwomenonwheels.

CampaignBackgroundandMarketingObjectives. AsoneofIndiaslargesttwowheelermanufacturers,TVSMotorCompany,has,frominception, uphelditsroleinempoweringwomenasthecorebeliefthatdrivesitsbrands.Sincetherollout of its first TVS Scooty gearless scooter, a product dedicated entirely to women, the brand has been well known for its styling and remains the most exciting two wheeler brand for young girls. However, though women in the Metro cities were embracing the brand with open arms, the company was having a difficult time penetrating the small town market. With this backdrop, theclientapproacheduswithachallenge:IncreasethesaleoftheTVSScootyinsmallertowns. Therewasadefinedobjectiveof8%salesconversionratefromamongstthewomencontacted. The communication challenge was clearly to create relevance and need for the brand among women in smaller towns and nonmetros. We needed to expand the market, and get new usersontothebrand. CampaignStrategy: Atwowheelernotonlymeansincreasedmobilityforwomen,itmeansconfidenceandtrue independence.The2wheelerempowerswomen. Thekeyfocuspointswere: GeographicFocusonsmallertownsbecause Publictransportisbadinmostoftheselocations Women find it very difficult to use whatever little transport is available(harassmentonbusesandotherpublictransport) Agetargetinggirlsof9th,10th,11th,12thgradeclasses(onegetsthelicenseforgearless scootersat16yrs) Atthisagebecauseofschool,tuitions,friends,boyfriends,familychores, timestartsbecomingascarcecommodityandtheyaremorereceptiveto the concept of better and independent mobility.

A TVSIMRB 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 thus the training stage is a hugeinfluencerinpurchasedecisions.

However,inmostIndiantownsandcitiestherewasaclearneedgapfortrainingwomentoride atwowheeler,anareagenerallyconsideredaman'sdomain.Poorinfrastructurealsoaddedto theirwoes. Youngwomenfacedthefollowingproblems: Lack of a light 2 wheeler in the household (HH) to learn. Most of the time the male members of the family had a heavy motorcycle or a geared scooter which the women founddifficulttoride. Often the male members of the HH showed a marked lack of enthusiasm/appreciation towardsteachingthewomenfolkhowtoridea2wheeler. Lack of a proper learning regimen made many young women either stop learning mid wayordevelopintoinsecureriders!!

Keeping the main insight in mind, we decided to extend the brands proposition and project it asthesolutionprovidertotheaboveissuesfacedbywomen. CampaignConcept: We introduced a large scale project titled 'Women on Wheels' in which we set up 'The TVS ScootyInstitute',topromotelearningtorideatwowheeler!! No mass media or tactical promos were used to sell the twowheelers; just the TVS Scooty Institute to teach young women how to ride them. The effort was on education rather than hardsell. 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.Itgavethemtheindependencetomovefreelyanywhere,anytime. And of course as a brand it took us closer to the real women lives, thereby establishing a connectthatnoothercompetitorcould. CampaignExecution: WestartedtheTVSScootyInstitutein88citieswiththehelpof400womentrainerswhomthe program paid monthly salaries and who were certified by TVS. 'The TVS Scooty Institute currently has teams present at TVS dealerships in 100 cities/towns across the country. These towns were selected on the basis of specific parameters such as the population of women in

the area, availability of schools and colleges to conduct road safety programs, availability of training grounds and dealerships. Women were chosen to teach the courses to minimize discomforttothestudents. We went outside Beauty Parlors, Educational Institutes, BPOs, Shopping Complexes and other areas with high concentration of women and offered them a 6 day course in twowheeler driving. The course covered handling traffic on different kinds of roads and was a combination oftheoryandpracticesessions.Topromotethisactivityleaflets,calendarsandposterswereall madeinregionallanguagesthusenhancingeffectivenessofthecampaign.

 Results:

The success of the program is evident from the number of women trained and therefore empowered. The program made no big promises, but instead allowed women to be independent in their own small way and move toward a confident future. From a program by TVS,ithasbecomeamovementforyoungwomen. Over0.39millionwomenhavebeencontactedsofar,whichmakesthisIndiasbiggest 2Wheelercontactprogramthateffectivelyengagedyoungwomenandprovedtobeof greatvaluetothem More than 42,000 women have been trained, empowered and are ready to hit the road. The Program has touched womens lives across the country, and has been a huge success across TN, Kerala, Karnataka, AndhraPradesh, UttarPradesh, Rajasthan, Maharashtra,MadhyaPradesh,Chhattisgarh,WestBengal,Orissa,Bihar&Jharkhand.

Over the years the Scooty brand has strongly established itself as a constant innovator and a facilitator of success. At TVS, we have constantly sought to empower and enable young women withinitiativessuchastheScootyWomenonWheels(WOW)Institute. SSrinivas,GeneralManagerMarketing,TVSMotorCompany

Ifpeoplebelievethatabrandhastrulyaddedvaluetotheirlives;thatissurelyajobwelldone. TVSgreatestrewardhasbeentheoverwhelmingthankyouletterstheyvereceivedforstarting theScootyInstituteandhelpingwomenbecomemoreconfident. Withquoteslike: Thankyouscootyinstituteforhelpingmyconfidence ScootyInstituteisthebestwaytolearntorideatwowheeler Clearlytheprogramhastouchedmanylivesandcontinuestodoso.Alocalnewspapercarrieda story on the TVS Scooty institute and summed up our purpose very well. It said: VIJAYAWADA: If you are among the women who always fancied the idea of maneuvering the wheel on a busy road but were driven away from your dream, thanks to the traffic phobia that got the better of you,heresyourchancetosnubyourfears. Through this program, TVS also won the hearts of principals, teachers, parents and the traffic police;whoallcameoutinsupportoftheprogram.Wereceivedlettersfromprincipalsandkey policeofficerswhoappreciatedtheprogramandsupporteditwholeheartedly. In todays world it is essential for students to be mobile and this initiative from TVS will definitelyhelpyoungwomenandalsoteachthemaboutroadsafety NKTripathi,TransportCommissioner Againstasalesconversiontargetof8%,weachieveda11%conversionrate,witha15%growth overthepreviousyear(source:clientdata)

 In fact there was a clear difference in sales among dealers who participated in the Scooty Institute. Dealers who participated in the Scooty Institue program saw a 24% increase in sales overthosedealershipswhodidntparticipate.

24%

TownswheretheProgamwasconductedsawa9%increaseinsalesoverothers.

9%

Clearly what started as a Big Idea, went on to become a Big Nationwide Movement. A movement for the greater good of the nation; while keeping the business objective well in focus.

C A S ES T UD I E S
D i s c l a i me r : T h i sc a s es t u d yi sf o r i n f o r ma t i o n a l p u r p o s eo n l ya n df o r a n yd e t a i l sc o n t a c t : s . ma n i @ mu d r a . c o m