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TVS Radeon unveils the new campaign with Pankaj Tripathi
Mumbai: The new age commuter motorcycle by TVS Motor, TVS Radeon has launched a new campaign featuring Pankaj Tripathi. The campaign highlights the impressive new features of its latest variant. Conceptualised by Lowe Lintas Bangalore, the ad film delivers the brand’s message using subtle humorous gestures.
In the film, Lowe Lintas portrays Pankaj Tripathi delivering the brand’s message through gestures and minimal dialogues. The features are showcased through the actor’s actions in a way that would intrigue the customers and keep them engaged, generating a strong brand recall. The narrative lands on the communication message – “Samajhdar ko ishara hi kafi hain” – suggesting how the product speaks for itself without any additional endorsement.
The ad film showcases the new TVS Radeon as India’s 1st 110 cc motorcycle to have the multi-colour reverse LCD cluster. This reverse LCD cluster comes with a real time mileage indicator (RTMi) that enables the user to control the mileage according to riding conditions. Apart from RTMi, there are seventeen other useful features in-built in the digital cluster like service indicator, low battery indicator, top/average speed, USB charger, etc. The new Radeon also comes equipped with proprietary TVS Intelligo (ISG and ISS system) as a variant, delivering an unmatched riding experience and superior mileage. The vehicle continues to ensure best in class comfort for the long-distance riders owing to its longest seat in the category.
Commenting on the maiden campaign, TVS Motor Company senior vice president – marketing Aniruddha Haldar said, “Radeon is designed to deliver comfort and convenience for the everyday commute, With the addition of reverse LCD cluster with RTMi, the bike enables you to take control of your mileage delivery. In today’s context with rising fuel costs, this unique feature will be loved by the consumers. The new film showcases the advantages of these features with subtle humour. The film beautifully captures the essence of the product and Pankaj Tripathi delivers the message in his inimitable style.”
Speaking about the creative thought behind the campaign, Lowe Lintas chief creative officer Sagar Kapoor said, “In a category that is always talking about something new, our challenge was to find an interesting way to talk about the new features in Radeon. We decided that instead of spelling out all the details in a conventional way, we will leave it to the intelligence of our audience to understand what is new. That’s how we landed the campaign idea, ‘Samajhdar ko ishara hi kafi hain’. Pankaj Tripathi became the obvious choice to play Bhaiyyaji in the campaign because of his signature style of communicating a lot just through his gestures.”
TVS Radeon was launched four years back, in 2018, and has crossed many milestones since then with its sturdy build, robust style and plush comfort. The brand has always tried to stay ahead of the curve – be it through their dual tone edition launched at the beginning of this year or the new RTMi feature.
MAM
Lego brings Messi, Ronaldo, Mbappé, Vinicius together
Campaign clocks 314 million views ahead of FIFA World Cup 2026 buzz.
MUMBAI: Four legends, one frame and not a single tackle in sight. Lego has pulled off a crossover few thought possible, uniting Lionel Messi, Cristiano Ronaldo, Kylian Mbappé and Vinícius Júnior in a single campaign ahead of the FIFA World Cup 2026 only this time, they’re building dreams brick by brick.
Titled “Everyone wants a piece”, the campaign features the quartet assembling a Lego version of the World Cup trophy, before placing miniature versions of themselves atop it, a playful nod to football’s ultimate prize. Shared widely across social media, the ad carries a pointed disclaimer: it is not AI-generated, a subtle but telling signal in an era where even reality is often questioned.
The numbers tell their own story. The campaign has already crossed 314 million views on Instagram across the players’ accounts, with fans hailing it as a rare, almost nostalgic moment particularly for the reunion of Messi and Ronaldo, whose last shared campaign ahead of the 2022 World Cup became one of the platform’s most-liked posts.
Beyond the film, Lego is extending the play with exclusive, player-themed sets tied to each of the four stars, part of a broader football-led programme designed to ride the global momentum building towards 2026. The idea, as echoed by the players themselves, leans into the parallels between football and play experimentation, creativity, failure, and triumph.
Messi described the sets as a way to bring on-pitch moments into an imaginative, hands-on world, while Ronaldo called the transformation into a Lego figure a rare honour, blending sport with storytelling. Vinícius, meanwhile, struck a more personal note, recalling childhood moments of building with Lego and framing creativity as a universal language that transcends borders.
The timing is no accident. With the 2026 World Cup set to run from June 11 to July 19 across the United States, Canada and Mexico, and featuring an expanded 48-team format, global anticipation is already building. Argentina, led by Messi, will enter as defending champions, adding another layer of intrigue.
For Lego, the campaign does more than celebrate football, it taps into its mythology. Because when icons become figurines and rivalries turn into play, the beautiful game finds a new kind of pitch. one built, quite literally, by hand.
