TVS iQube puts family in the driving seat with new festive campaign

BENGALURU: When it comes to family mobility, TVS iQube is putting the whole household in the picture. The electric scooter brand has rolled out its new festive campaign, ‘EV yani iQube’, using a curious young boy’s line of questioning to explore why his parents chose an electric vehicle.

Conceptualised by Dentsu, the film takes a playful, family-first approach to electric mobility, building on TVS iQube’s reported customer base of more than one million across India. Rather than dwell on technology, it puts the scooter’s everyday usefulness centre stage, positioning it as a practical fit for the varied demands of modern family life.

The story unfolds through a young boy who turns into something of a reporter, grilling his parents about their choice of vehicle. His questions provide a light-hearted thread through scenes designed to show how the scooter fits into familiar routines, from family outings to visits to loved ones.

The film brings three features into focus: Smart Hill Hold, a claimed 212 km range under the Indian Driving Cycle (IDC) test conditions, and 32-litre storage capacity. Each gets its moment through an everyday scenario. A breakfast outing on a hill demonstrates the convenience of hill-hold functionality, while inter-city journeys underline the scooter’s intended role in keeping families connected. Its storage space, meanwhile, comes into play when the family packs a cricket kit for its aspiring champion.

The message is straightforward: an electric two-wheeler is no longer merely an individual purchase. It can be a family decision, shaped by different members’ expectations around convenience, practicality and everyday use.

That shift gives the campaign its central idea. By placing a child’s curiosity at the heart of the narrative, TVS iQube turns a product pitch into a conversation about how households make mobility choices. The result is an attempt to make electric vehicles feel less like a new technology to be evaluated and more like a familiar part of daily life.

The timing is significant for the brand. The festive season is a key window for vehicle purchases in India, giving manufacturers an opportunity to reach consumers weighing their next two-wheeler purchase. TVS iQube is using the occasion to reinforce its positioning as ‘India’s Favourite Family EV’, with its million-plus customer base serving as the campaign’s trust-building backdrop.

As electric mobility becomes a more familiar consideration for Indian households, the brand’s festive pitch is less about asking families to embrace a new technology and more about showing how it can fit into the lives they already lead. In the TVS iQube household, the sales pitch may be electric, but the conversation starts around the family table.