TVS Motor Company has launched a new festive campaign for its iQube electric scooter, using family-centred storytelling to highlight the vehicle’s everyday utility and features. Titled ‘EV Yani iQube’, the campaign has been conceptualised by Dentsu ahead of India’s festive buying season.
The campaign film follows a young boy who questions his parents about their decision to purchase the electric scooter. Through these conversations, the narrative presents the vehicle in familiar family settings, connecting its features with everyday travel and household needs.
The film highlights features including Smart Hill Hold, a claimed range of up to 212 km under Indian Driving Conditions (IDC), and 32-litre storage capacity. Scenes involving family outings, journeys to visit relatives and carrying a cricket kit demonstrate how the scooter can serve different practical requirements.
The campaign also places the family at the centre of the electric vehicle buying decision. By focusing on convenience and real-life situations rather than technical specifications alone, TVS iQube seeks to make electric mobility more relatable to prospective buyers.
The launch follows the iQube’s reported milestone of crossing one million customers across India. With the festive season providing an important opportunity for vehicle purchases, the campaign strengthens the brand’s communication around electric two-wheelers as an option for everyday family mobility.
The campaign reflects how automotive brands are using relatable storytelling to communicate product utility and connect electric mobility with consumers’ daily lives.
