TVS Motor Company has launched a new campaign for its flagship electric scooter, TVS iQube, reinforcing its positioning as “India’s Favourite Family EV.” The campaign highlights the trust and everyday relevance the brand has built, with over 850,000 Indian families associated with the iQube, which has played a key role in India’s EV transition.
The launch marks a major milestone, with one of the brand’s biggest TV campaigns backed by a high-impact media rollout across marquee platforms such as the Indian Premier League and films, ensuring wide reach across diverse markets in the country.
Speaking about the campaign, Saurabh Kapoor, VP – Marketing, EV Business, TVS Motor Company, said “We have always believed that meaningful innovation is rooted in the customer needs. TVS iQube’s journey has been built on the trust of lakhs of customers who have made it an integral part of their everyday lives. This campaign is a natural progression of that journey, strengthening our positioning as India’s favourite family EV. As we take this story to a national stage through television, including marquee platforms like the IPL, we are confident it will resonate deeply with audiences and further accelerate EV adoption across the country.”
The campaign film portrays the scooter’s role in daily life, from school drops and office commutes to shared family moments. Through relatable scenarios, it showcases features such as pillion backrest, hill hold assist, low running cost, smart connectivity and large under-seat storage, while highlighting versatility and comfort.
At its core, the campaign delivers the message: “Behind every person’s journey, is an entire family. And behind every happy family - is a TVS iQube.” The scooter is built on three principles: POWER OF CHOICE in range, connectivity and colours, PEACE OF MIND through safety and purchase experience, and SIMPLICITY OF OPERATING. TVS iQube is currently available in over 1,000 cities through more than 3,300 dealerships across India.
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