TVS Apache Celebrates 7 Million Riders with New Brand Film

TVS motor company has released its new campaign for TVS Apache titled ‘Tu Race Laga’ as the brand reaches seven million customers globally.

 

The campaign was conceptualised by TBWA\Lintas, part of Omnicom Advertising India, and directed by filmmaker Ram Madhvani. It builds on TVS Apache's long standing 'Track to Road' philosophy, using racing as a symbol of personal ambition and self-improvement rather than competition with others.

 

Introduced in 2005, today Apache is available across 90 countries. The brand has also created a strong rider network with over 500,000 registered members through track experiences, riding events and community initiatives.

 

Over the years, TVS Motor has introduced several technologies across the Apache range, including fuel injection, dual-channel ABS, multiple ride modes, connected features, factory customisation, traction control and dynamic stability systems.

Marking the milestone, Gaurav Gupta, President, India 2W Business, TVS Motor Company, thanked customers for their continued support. He said the achievement reflects the trust of millions of riders and the efforts of the entire TVS Motor team. He added that the company will continue to focus on innovation, global expansion and strengthening its rider community.

 

Vimal Sumbly, Head Business – Premium, TVS Motor Company, said TVS Apache was launched with the vision of bringing racetrack inspired performance to everyday riders. He said the new 'Tu Race Laga' campaign celebrates the brand's 20-year journey while encouraging riders to challenge themselves, embrace progress and carry the spirit of racing into their daily lives.

 

Speaking about the campaign, Govind Pandey, Chief Executive Officer, TBWA\Lintas, said the idea goes beyond promoting motorcycles. According to him, 'Tu Race Laga' encourages people to take the first step towards their ambitions, making it a campaign that connects with culture as much as it does with consumers.

 

Russell Barrett, Chief Creative Experience Officer, TBWA\Lintas, said the campaign shifts the focus from competing with others to becoming a better version of oneself. He added that this approach transforms the campaign from a motorcycle advertisement into a broader message about personal growth.

 

Director Ram Madhvani said the film was designed to capture the excitement and emotion of riding. Every creative decision, he explained, was aimed at making viewers feel the thrill of the connection between the rider, the motorcycle and the road.