ITV News
TVS iQube launches new campaign as India’s Favourite Family EV
High-impact TV push celebrates 850,000 families and everyday journeys.
MUMBAI: TVS iQube just rolled out a campaign so family-focused, even the scooter feels like it’s got a permanent seat at the dinner table. TVS Motor Company has launched a nationwide television campaign for its flagship electric scooter TVS Iqube, reinforcing its positioning as India’s Favourite Family EV. Built around the deep emotional connection shared by more than 850,000 Indian families, the campaign highlights how the scooter powers daily life from school runs and office commutes to shared family moments.
The film weaves real-life scenarios with key features like pillion backrest, hill hold assist, low running costs, smart connectivity and large under-seat storage, delivering the message, “Behind every person’s journey, is an entire family. And behind every happy family is a TVS Iqube.”
TVS Motor Company VP for marketing for EV business Saurabh Kapoor said, “We have always believed that meaningful innovation is rooted in 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.”
The campaign marks one of TVS’s biggest TV efforts to date, with high-impact media rollout across marquee properties including the IPL and movies to reach diverse markets nationwide.
Inspired by three core principles Power Of Choice (range, connectivity, colours), Peace Of Mind (safety, delivery promise, ownership experience) and Simplicity Of Operation, the TVS Iqube is currently available in over 1000 cities through 3300 plus dealerships.
In a country where families ride together and dreams ride along, TVS isn’t just selling an electric scooter, it’s selling the quiet promise that every trip, big or small, starts and ends with the people who matter most.
ITV News
Paroma Dayal joins dentsu as VP, sports, e-sports, gaming & live experiences
Senior leader to steer brand partnerships and live experiences in fast-evolving space
MUMBAI: Paroma Dayal has taken on a new role at dentsu as vice president for sports, e-sports, gaming and live experiences, signalling the agency network’s sharpened focus on high-growth content ecosystems.
In her new position, Dayal will lead strategic expansion across sports and gaming, working at the intersection of brand partnerships, live experiences and integrated marketing solutions. The mandate reflects a broader industry shift where fandom, content and commerce increasingly converge.
Dayal brings over 15 years of experience spanning digital platforms, broadcast networks and advertising sales. Most recently, she served as senior client partner for APAC at Quora, where she worked on business strategy and client growth across the region.
Before that, she was associate director at MX Player, overseeing monetisation and brand solutions for MX Player and MX Takatak. Her earlier stint at Viacom18 Media Private Limited saw her rise to senior manager and group head north for ad sales and brand solutions across youth, music and English entertainment channels.
She also held roles at Viacom, managing advertising sales for brands such as MTV, VH1 and Comedy Central, and began her career with stints at Star India Pvt Ltd, India Today and NDTV.
Academically, Dayal completed an executive MBA from UCLA Anderson School of Management in 2024, adding formal training in brand management and digital marketing to her hands-on industry experience. She is also a graduate of Jesus and Mary College in New Delhi.
Her appointment comes at a time when brands are doubling down on sports and gaming as cultural touchpoints, not just media channels. With Dayal at the helm, dentsu appears set to play a more active role in shaping how brands show up in these fast-moving arenas.
