TVS Apache Motorcycles Celebrates 20 Years During IPL Season

TBWA\India has launched a new '20:20' campaign to celebrate TVS Apache’s 20th anniversary and the trust it has garnered of over six million customers worldwide. The campaign cleverly plays on the numerical coincidence between TVS Apache's anniversary with cricket's T20 format through ten unique 20-second films during this IPL season.

Launched in 2005 with the TVS Apache 150, the brand has evolved into one of the fastest-growing performance motorcycle brands across 60+ countries. For two decades, these machines have fuelled the adrenaline of young riders on streets and tracks alike, translating championship racing pedigree into everyday riding excellence.
Each film of the campaign draws parallels between cricketing terminology and TVS Apache's performance legacy, showcasing professional riders performing spectacular stunts that embody the motorcycle's heritage through cricket's most evocative expressions.

"Twenty years of TVS Apache represents a significant milestone that demanded something extraordinary," said Mr. Vimal Sumbly, head - premium business, TVS Motor Company. "We are immensely proud to mark this milestone anniversary - a celebration of TVS Apache’s enduring legacy of performance and innovation. Our ‘20:20’ campaign is designed to honour this journey, offering a powerful platform that pays tribute to our heritage while igniting passion among millions during India’s greatest sporting spectacle. This campaign is a reflection of the shared pursuit of excellence that drives both TVS Apache and the spirit of cricket."

The campaign consists of ten distinctive films – 'ALL ROUNDER', 'APPEAL', 'PADDING UP', 'PLAYING ON THE FRONT FOOT', 'STANDING OVATION' and more – each showcasing different aspects of TVS Apache's performance capabilities through creative cricket analogies. The films will be featured across television broadcasts during the IPL and on digital platforms, supported by an integrated marketing campaign.

Rathish Subramaniam, creative head-South of TBWA\India, added, "The 20-second format delivers on TBWA’s disruption methodology with multiple benefits – it reinforces the anniversary message, fits perfectly into IPL's fast-paced viewing environment, and creates snackable content for digital platforms. This efficiency in execution ensures maximum impact across all touch points whilst maintaining the campaign's core concept throughout the consumer journey."

The campaign is now live across television broadcasts during IPL matches and digital platforms.