TVS iQube has launched its new “EV yani iQube” campaign ahead of the festive season, positioning electric mobility as a practical choice for Indian families. The campaign builds on the brand’s customer base of over one million across the country.
Conceptualised by Dentsu, the film features a young boy questioning his parents about their choice of scooter, using a relatable family narrative to highlight the vehicle’s everyday utility. It showcases features including Smart Hill Hold, a claimed 212 km IDC range and 32-litre storage capacity through scenarios involving family outings, inter-city visits and carrying a cricket kit.
The campaign reflects the growing importance of family preferences in electric vehicle purchases, as manufacturers seek to connect product functionality with consumers’ daily mobility requirements. The festive period is a key window for vehicle sales, and TVS iQube is using the campaign to reinforce its positioning as India’s Favourite Family EV.
From a Guwahati market perspective, the campaign could help strengthen consumer awareness of electric two-wheelers during the festive buying season. Urban commuters and families may consider range, storage, charging infrastructure, pricing and service availability when evaluating electric scooters. The extent to which the campaign translates into local sales will depend on these factors and dealer-level execution.
The “EV yani iQube” film is available on the company’s YouTube, Facebook and Instagram platforms. TVS Motor has said the campaign seeks to make electric mobility more relevant and familiar to Indian households.
