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Leo Burnett Kreasindo Launches TVS Motor Company Campaign

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September 2008

Leo Burnett Kreasindo, Indonesia, announce the launch of a new campaign for PT TVS Motor Company Indonesia and their Neo and Apache brands, featuring a first time endorsement from the long beloved national rock star and people’s hero, Iwan Fals. To differentiate the TVS brands from heavy competition from abroad, Leo Burnett focuses on the analogy that just as Iwan Fals has always listened to the Indonesian people for inspiration, so does PT TVS Motor Company Indonesia; creating motorbikes especially designed to fulfill their aspirations and needs.

Said Iwan Fals: “I said ‘yes’ to PT TVS Motor Company Indonesia because TVS and I share common values of honesty and integrity. I am impressed with TVS’s long-term commitment to Indonesia, which is demonstrated through their manufacturing plant in Karawang & developing Indonesia as a hub for Asean.  This is what made me ‘fall in love’ with them; it is also harmonious with my beliefs which I have been presenting for the past 30 years.”


In a market largely dominated by Japanese for the past 30 years, TVS’s challenge is to establish PT TVS Motor Company Indonesia as high quality two wheelers manufacturer in Indonesia. In 2000 the market was flooded with local brands, but poor post-sales service and availability of spare parts, created distrust for local bikes. Since then, other local brands have been offering better servicing, but a shadow of skepticism remains.

PT TVS Motor Company Indonesia want to reach a predominantly male group of working class motorcycle riders. For this group of people, purchasing a bike is an important decision. They want to optimize value for money, and get the acknowledgement from their family or friends that they are making a smart decision. Trust in the brand, and high quality, are crucial concerns, as are the availability of spare parts and reliable post-purchase service. Since they started their operations in Indonesia in 2007, PT TVS Motor Company Indonesia has focused their attention on understanding the people’s needs and wants, and taking them into account during product creation and network development and communication development.

Said K.Vijayakumar, Sales and Marketing Director, PT TVS Motor Company Indonesia: “TVS motor, with its obsession for understanding consumer needs and a philosophy of Trust, Value and Service, would like to become a trusted brand in Indonesia.”

“The whole essence of TVS is that the bikes are inspired by their riders. Iwan Fals is the perfect icon to express this message. He is renowned for his sense of integrity and uncompromising dedication to the Indonesian people” added Monika Rudijono, Client Services Director, Leo Burnett Kreasindo, Indonesia.

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