E18 executed a series of activations for TVS Tyres across 3 zones in India -  Chennai, Surat and Patna over a period of 25 days each between August and September 2011. The objective of this mini-market storming campaign was to “create a buzz” in the marketplace about the TVS brand. E18 built up a focused communication platform to ensure 360 degree coverage across all media making the TVS brand stand out in the eyes of retailers and customers alike.

During the activities, the range of offers was provided to potential customers, e.g., ‘Buy a TVS Tyre and get a Sling Bag Free’. The activation areas were set up to showcase the brand in the best possible way and build up brand equity. Arches, danglers and posters were put up to attract customers and leaflets were distributed to introduce them to the activity. Other promotions included local cable advertisements and OOH Media hoardings put up at prime locations in each city and an average of 20 spots on prime radio stations to amplify the activity.

The entire activation period was broken up into phases starting with branding of various outlets, canters and radio promos, followed by the distribution of freebies to potential customers. The activation series was concluded with a 3 day Auto Camp which was attended by approximately 350 autos.
E18 was in charge of executing and managing the event series in each city from concept brand building to production and execution. The client was more than satisfied with the results. TVS and E18 are going to extend this activation series in other cities like Aurangabad in the next month.