TVS Apache Marks 20 Years with '20:20' Campaign
TVS Motor Company is marking 20 glorious years of its iconic performance brand, TVS Apache, with an energetic new campaign titled '20:20', created by TBWA\India.
Tapping into the cricket fever during IPL season, the brand has launched ten crisp 20-second films. Each film draws a clever link between Apache’s performance DNA and popular cricketing terminologies, creating a fresh, relatable narrative for enthusiasts.
Vimal Sumbly, Head – Premium Business, TVS Motor Company, stated,
"Completing 20 years of TVS Apache is a proud moment for us. The ‘20:20’ campaign is a fitting tribute that captures our relentless spirit of performance and innovation. It's designed to spark the same passion for biking as cricket does for millions during IPL."
The films feature titles like ‘ALL ROUNDER,’ ‘APPEAL,’ ‘PADDING UP,’ and ‘PLAYING ON THE FRONT FOOT.’ Each film connects the high-performance nature of Apache motorcycles with cricket’s thrill, reinforcing the brand’s youthful, energetic persona.
These short films are already running across IPL broadcasts and spreading widely through digital platforms to maximize reach.
Rathish Subramaniam, Creative Head-South at TBWA\India, added,
"The 20-second storytelling format perfectly matches IPL's pace and audience attention span. It strengthens the anniversary messaging while delivering sharp, snackable content across touchpoints. This is TBWA’s disruption at its best—simple, powerful, and memorable."
With the '20:20' campaign, TVS Apache not only celebrates two decades of adrenaline but also strengthens its bond with India's youth by blending the love of cricket and biking into one powerful story.