TVS Motor Company is celebrating a rare kind of milestone, one built on two decades of racetrack DNA finding its way onto everyday roads. The company has crossed 7 million global customers for its performance brand TVS Apache and marked the occasion with a new campaign film, “Tu Race Laga.”
Since 2005, Apache has run on a “Track to Road” philosophy, channeling TVS Racing’s championship engineering into everyday motorcycles. That approach has produced segment-first innovations like roto-petal disc brakes, dual-channel ABS, multiple ride modes, and a Built-To-Order customisation platform, helping the brand grow across 90 countries and build a rider community over 500,000 strong.
The new film, conceptualised by TBWA\Lintas and directed by National Award-winning filmmaker Ram Madhvani, leans into that racing DNA emotionally rather than literally. Gaurav Gupta, President of TVS Motor’s India 2W Business, credited the milestone to two decades of rider trust and reaffirmed the brand’s push toward global expansion and innovation.
Vimal Sumbly, Head of Premium Business, called the campaign a tribute to riders who “carry the racing spirit into everyday life.” TBWA\Lintas’s leadership framed the idea differently: CEO Govind Pandey said the film reflects a belief that ambition isn’t reserved for podiums, while Chief Creative Experience Officer Russell Barrett noted the film reframes racing as a chase against one’s own unrealized potential, not the rider alongside you.
Madhvani summed up the intent simply, calling the four-minute film “pure adrenaline” built to capture the exact moment rider, machine, and road merge into one.
