TVS Motor Company (TVSM), a leading global automaker operating in the two and three-wheeler segments, has launched India’s first-ever crowdsourced ad film with TVS Raider. Created entirely using content captured by TVS Raider owners, the film brings together authentic moments from across India through a collaborative filmmaking process, celebrating a new generation of riders who don’t just ride—but actively create, capture, and share life on the move.
Rooted in the belief that every TVS Raider owner is innately talented, the new campaign positions the brand as a platform that empowers everyday riders to become content creators. By uniting riders from diverse regions, professions, and backgrounds, the ad film brings together authentic, high-energy stories driven entirely by the community itself.
The film showcases real Raider owners capturing their journeys in their own style, reinforcing the idea that modern riders are active participants in culture rather than passive consumers of content.
Community-Led Storytelling at the Core
Commenting on the initiative, Aniruddha Haldar, Senior Vice President — Head Commuter & EV Business and Head Corporate Brand & Media, TVS Motor Company said,
“The promise of TVS Raider is about breaking the mould and celebrating individuality. With India’s first crowdsourced ad film , TVS Raider story is now fueled by Community engagement ,Collaborative creation and growing ecosystem of rider-led Content.It reflects our belief that today’s young riders are not just consuming content, they are creating it, owning it and shaping the culture around them.”
The campaign reflects a broader shift in brand communication, where community participation and co-creation are becoming central to relevance and cultural impact.
Redefining Brand–Consumer Relationships
Speaking on the cultural relevance of the initiative, Chandni Shah, CEO of Kinnect, said,
“Today, relevance is earned when brands respect and participate in culture. With Raider Bros, TVS allows real riders to define the brand in their own style, building a connection that feels earned rather than imposed.”
By giving complete creative ownership to real consumers, TVS Raider allows its community to shape the brand narrative organically—strengthening trust and emotional connection.
An Industry-First in Indian Automotive Marketing
The campaign is a first-of-its-kind initiative in India, with no other automotive or lifestyle brand having released a fully crowdsourced film featuring only real consumers. By placing authenticity, inclusivity, and community participation at its core, the initiative reinforces TVS Raider’s positioning as one of the most innovative brands in the commuter motorcycle segment.
Beyond product performance, the campaign highlights TVS Motor Company’s commitment to innovation in marketing and brand-building, setting a new benchmark for new-age, culture-led storytelling in India.
With this launch, TVS Raider demonstrates how authentic voices and shared creativity can build deeper, more meaningful brand relationships—showcasing the power of community-driven content in shaping modern youth culture.
