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TVS Apache RTR 310 | Launch Strategy
Project Type
Digital Product Launch Campaign
Date
August - September 2023
The Brief
Build anticipation and launch the all-new TVS Apache RTR 310, establishing its distinctive street presence and performance-led personality while creating a strong, consistent digital identity across every stage of the launch.
My Role
Developed the visual strategy for the launch, art-directing and creating social content, videos and performance creatives across the campaign.
The campaign built intrigue before the reveal through dark, cinematic teasers that concealed the motorcycle and hinted at its arrival, gradually moving from mystery to the full product reveal.
At launch, the visual language shifted to bold, high-energy compositions, introducing The Freestyler through its design, colour variants and performance credentials. Post-launch communication carried the same identity into product stories, booking communication and riding-led content, creating a cohesive journey from anticipation to reveal to sustained engagement.
The campaign won Gold at The Maddies 2024 in the Launch of Product / Service category.
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