TVS Motor Company has signed on the leading Bollywood actress and youth icon Anushka Sharma as the new brand ambassador for its Scooty range of two wheelers. By roping in the Bollywood starlet for endorsing its products, the company aims to strengthen the brand's commitment to its youth target audience and reinforce TVS Scooty as the most exciting, stylish and reliable scooter for young women. Anushka joins Priyanka Chopra (Hero MotoCorp) and Kareena Kapoor (Mahindra Two Wheelers) in the bandwagon of actresses promoting scooters for women in India. Actors Preity Zinta and Trisha and tennis sensation Sania Mirza have endorsed the TVS Scooty Pep brand in the past.
According to sources, the gorgeous but way-too-expensive Katrina Kaif was the first choice for the offer, which was later cleverly grabbed by smart Anushka, who already has brands like Reliance Netconnect, Nivea and Canon in her kitty. Nevertheless, it is a wise decision given the extreme popularity of Anushka among the youth as the girl-next-door with the added oomph. As TVS Motor President Marketing also echoes, "Anushka Sharma was an immediate choice for the brand. She is well-known for being spunky with her distinctive style and is an icon for young girls in India. She is seen by young women as one who is living her goals of being vivacious, independent and successful. We are confident that this association will further enhance the popular TVS Scooty Brand."
Anushka's association with TVS is not new; she had done an ad campaign for the company in 2005. Excited at being given the opportunity to go closer to her young fans, Anushka said "It's almost like 'homecoming' for me. As a young woman, I know how important independence and mobility is to me. TVS Scooty has always understood young women of India and it feels great that I now have an opportunity to be the part of the rich legacy of a brand such as TVS Scooty. It's a breakthrough attitude and style statement that's relevant to today's young women."
Recent months have been a bit rough for TVS, with intense competition from rivals, accompanied with reduction in the sales of its flagship scooter. Even the motorcycle sales have shown a drop. Therefore, the manufacturer has also signed Indian cricketer Virat Kohli as its brand ambassador for sports motorcycles. The company has also announced plans to launch four new two-wheelers (including two motor-cycles and two scooters) in 2012-2013.
