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
Mother Dairy launches flavoured milk campaign with Tamannaah
Ogilvy-led push targets young consumers with ‘pause’ message across platforms.
MUMBAI: Hit pause, take a sip, and let the chaos wait, that’s the pitch Mother Dairy is pouring into its latest campaign. The dairy major has rolled out a new flavoured milk campaign, conceptualised by Ogilvy, positioning the drink as a quick, on-the-go refreshment for young consumers navigating fast-paced routines. Anchored by the line “Isey Uthao, Baaki Sab Pe Pause Lagao,” the campaign taps into a simple but relatable insight: everyone is looking for a momentary breather.
Fronted by Tamannaah Bhatia, the campaign spotlights a range of flavours including Coffee, Chocolate, Badam, Kesar Elaichi and Pista, presenting them as easy, accessible indulgences amid daily hustle. The film uses the setting of a high-pressure shoot as a metaphor for modern life, where constant noise and urgency dominate until a quiet pause, marked by a sip of flavoured milk, cuts through the frenzy.
Mother Dairy is clearly chasing a behavioural shift. As consumers increasingly look for convenient yet comforting refreshment options, particularly among younger audiences, the brand is leaning into products that combine taste, quality and portability. The campaign reflects this shift, repositioning flavoured milk from a simple beverage to a small but meaningful escape in an always-on world.
The rollout spans TV, print, digital and outdoor, backed by targeted on-ground activations in key markets, signalling a full-scale push to deepen category relevance. With multilingual messaging and a strong entertainment-led narrative, the brand is aiming to embed itself in everyday consumption moments rather than occasional indulgence.
In a crowded beverage space, Mother Dairy’s bet is straightforward, if life refuses to slow down, give consumers a reason to pause, even if it’s just for a sip.
