AUTOMOTIVE
VIDEOGRAPHY PRO PHOTOGRAPHY
TVS
CHANGING PERCEPTION, BUILDING A BRAND
When TVS approached Tape Cassette®, they needed fresh video content to market their Apache RTR bikes. Back then, Facebook was the go-to social media platform, and TVS was working with Throttlers, India's top stunt-biking team.
However, there was a problem. Initially, their stunt events attracted very few spectators. People in the area saw these riders as reckless youngsters causing disturbances on the streets. This negative perception was something TVS needed to address quickly.
THINKING BEYOND TRADITIONAL ADS
Initially, the TVS team planned standard promotional videos showcasing their Apache RTR bikes. They imagined it as conventional advertising—focused purely on bike performance, excitement, and style.
But after our discussions, they realized that there might be a better way to connect more deeply with their audience.
CREATING EXCITEMENT, CRAFTING A PROFESSIONAL IMAGE
We knew this was about more than just filming bikes in action. To change perceptions and help TVS connect better with its audience, we suggested a thoughtful, layered approach.
FIRST IMPRESSIONS WEREN'T ENOUGH
Even in the early days, the setup was already professional—safety gear, riding suits, and a fully planned stage for the event. But the crowd still saw it as just another group of rebellious youngsters doing stunts. The equipment and setup alone didn’t shift the mindset.
DESIGN CHANGED EVERYTHING
That’s when we stepped in to fix the real problem—design clarity and consistency. We advised Throttlers to introduce a clean, uniform look. They followed through with matching team outfits, while TVS rolled out their own branded riding jackets with logo placements.
UNIFORMILTY BUILD TRUSTS
This small but powerful change flipped the perception. Add to those banners, barricades, and flags—all designed to echo the same look and feel—and suddenly, the event didn’t feel random. It felt official. It looked like India’s number one stunt team was performing for India’s most trusted bike brand.
MULTIPURPOSE CONTENT STRATEGY
With the new visuals in place, we captured every detail—fans cheering, stunts in sync, and branding in full display. One long-form video, several short reels, and striking photos came out of each event, giving TVS endless ways to connect with fans on social media.
TURNING FANS INTO LOYAL CUSTOMERS
This combined effort made a big impact. The events quickly became popular, attracting growing crowds and excitement. Throttlers rose from being seen as troublemakers to recognized professionals. Their popularity surged on Facebook, reaching more than 7 lakh dedicated followers.
For TVS, this wasn’t just a branding success—it boosted real sales. The Apache RTR became a beloved motorcycle among its fans, creating a passionate community around the brand. One friend of mine was particularly attached to his green Apache bike, which always reminded me how deeply fans connected with the brand.
BEYOND PARTNERSHIP
A LASTING PARTNERSHIP
This project marked the beginning of a long collaboration between Tape Cassette® and TVS. We continued creating impactful videos and professional photographs for them, helping Apache RTR evolve from just a bike to a symbol of passion, excitement, and a closely-knit community.
