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With
Apache, TVS plans to take Hero Honda's Splendor head
on
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The bike is being branded as fast, lean, muscular, dynamic, contemporary
and many such superlatives to capture the imagination of the modern
young man who wants to announce their arrival to the next level. Apache
is being positioned as a product that makes head turns with style,
power and performance being the key drivers of choice for a man just
entering into adulthood.
Apache is TVS' latest offering in the motorcycle premium
segment market which is estimated to grow to about 600,000 numbers
in India for the fiscal 2006-07. TVS expect the Apache to capture
30 per cent (about 200,000 numbers) of this market during the same
period.
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Clips
of three 20 seconds Hindi TVCs were displayed during the launch. These
TVCs are expected to hit the tube by the end of this month. TVS won't
be approaching any celebrity to endorse the brand, according to TVS
AGM Marketing M V Krishna.