TVS Motor Scales Up iQube Momentum with Nationwide “Family-First” EV Campaign
BENGALURU — TVS Motor Company has officially launched its largest-ever integrated media campaign for its flagship electric scooter, the TVS iQube, doubling down on its positioning as “India’s Favourite Family EV.”
The new campaign, unveiled on March 20, 2026, moves away from purely technical specs to embrace a narrative-driven “storytelling” approach. It celebrates the milestone of over 850,000 families who have adopted the iQube, highlighting the scooter as a silent but essential member of the Indian household.
The Heart of the Story: “Behind Every Happy Family”
The campaign’s central theme is anchored in the message: “Behind every person’s journey, is an entire family. And behind every happy family – is a TVS iQube.” The campaign films depict relatable, everyday scenarios that resonate with middle-class Indian homes:
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The School Run: Navigating morning chaos with ease.
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The Office Commute: Highlighting low running costs and reliability.
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The Shared Utility: Showing the scooter being used by different family members—from students to grandparents.
High-Impact Media Blitz (IPL 2026)
Recognizing the scale of the Indian market, TVS has opted for a massive multi-platform rollout. The campaign will have a high-visibility presence during the IPL 2026 season and across major cinema networks, ensuring it reaches both urban centers and emerging tier-2 and tier-3 markets.
Saurabh Kapoor, VP – Marketing, EV Business, TVS Motor Company, noted:
“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, strengthening our positioning as a family-oriented mobility solution as we accelerate EV adoption across the country.”
Strategic Pillars: Choice, Peace of Mind, and Simplicity
The campaign highlights three core principles that TVS believes are critical for the family segment:
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Power of Choice: Multiple battery variants (2.2 kWh to 5.3 kWh) and a wide array of colors.
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Peace of Mind: Focus on vehicle safety (IP67-rated batteries) and an extensive service network of 3,300+ dealerships.
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Simplicity: Easy-to-use features like SmartXonnect (navigation and alerts) and Hill Hold Assist for stress-free riding.
