TVS iQube has launched its festive campaign, ‘EV yani iQube’, which focuses on the role of electric scooters in everyday family life. Conceptualised by Dentsu, the film explores why families choose electric mobility, and it tells that story through the eyes of a child.
The film follows a young boy who questions his parents about why they chose the TVS iQube. His questions take the form of a journalist-style interrogation, bringing out the practical reasons behind the family’s decision one query at a time.
Through everyday situations, the film highlights features such as Smart Hill Hold, a claimed 212 km IDC range and 32-litre storage capacity. These moments include a family breakfast on a hill, city rides to meet relatives and carrying a cricket kit for a family member. Each scene links a feature to a routine that families will recognise from their own lives.
The campaign also frames the choice of an electric vehicle as a family discussion, with different members considering how a scooter fits into their daily routines. It is being rolled out during the festive period, traditionally a key time for vehicle purchases, as TVS iQube looks to make its case to households thinking about their next ride.
