TVS Scooty

History

Scooty was initially conceived of as a Scooter for both sexes. However sales figures over the first two years indicated that more women were buying the Scooty than men. In 1996, Scooty went through a repositioning exercise to target women. Though it was seen as a risk with the large majority of Indian two-wheeler riders being male, TVS chose the strategy to tap the nascent segment of women riders. Over the last decade, Scooty has launched several models that cater to different segments of the market. These include the Scooty ES (1996 - Kick start), the Scooty Pep (2003 - Self & Kick start) and Pep+ (2005 - Self & Kick start), Scooty Teenz (2007 - Self & Kick start) and Scooty Streak (2009 - Self & Kick start).

Women on Wheels: Building the Riding Habit

TVS Scooty embarked on a project to provide two-wheeler riding training to women across small and large towns in India with a view to building the habit of riding in what is considered a low-penetration segment: less than 2% of Indian women in the potential two-wheeler buying category of 15- to 60-year-olds actually buy a scooter. Rechristened the TVS Scooty Institute, 80 centers have been set up and 42,000 women have been trained to ride a two-wheeler. About 20% of women trained at the institute buy the TVS Scooty. This campaign has won several awards, notably amongst them the EMVIE by the Ad Club Bombay for being the best campaign innovation.

Environmental Impact

Concerns for the environment and rising fuel prices have resulted in a slew of Indian automobile manufacturers exploring the electric two-wheeler segment, notably amongst them Hero Honda and Kinetic. TVS Motors entered the segment in April 2008 with the brand Scooty Teenz Electric, an ungeared scooter powered by an 800 Watt motor running on a lead–acid battery. The Teenz Electric can carry a load of 130 kg with a pillion rider, up to a distance of 40 km (25 mi) on a single charge. Recognizing special needs of the young Indian woman on the road Scooty Teenz Electric incorporates design elements such as large utility and storage spaces, a mobile phone charger and a low battery charge indicator.

TVS Scooty in Indian Entertainment

The TVS Scooty range has been featured in a number of Bollywood movies and Indian TV Serials, as either a prop, or in certain cases part of the plot. In the 2008 film Ghajini starring Aamir Khan, lead actress Asin Thottumkal rides the TVS Scooty Pep+ to get around in the role of Kalpana. It has also been featured in the films Chance Pe Dance starring Genelia D'Souza and in Sunday starring Ayesha Takia. Ranbir Kapoor in the lead role of the 2009 release Rocket Singh: Salesman of the Year rather unwillingly has to ride the a bright pink Scooty Pep+, bought lovingly for him by his father, played by the avuncular Prem Chopra. The Scooty becomes central to the plot as much of the time Ranbir's character Harpreet Singh spends on the road is on this scooter.

MTV Scooty Teen Diva initiative

TVS Scooty supported the MTV Scooty Teen Diva reality television contest that judged contestants on a variety of skills and attributes. The 2009 edition had over 3000 applicants, 11 of whom participated in a 15-day shoot on location which was televised into an eight-episode reality series on MTV India in July–August 2009. Featuring judges who were members of the Indian fashion industry, contestants were graded on skills such as ramp-walking, cheerleading, acting and creativity. The winner of the 2008 edition was Koyal Rana and of the 2009 edition was Apeksha Porwal. They have both competed as India's representative at the Miss Teen International beauty pageant in July 2009 and 2010 in Chicago, United States. The association with a youth-oriented TV series is believed to reinforce Scooty's position in the minds of the target consumer.

Scooty Streak

Launched in March 2009, the TVS Scooty Streak features LED tail lamps, external fuel filling and an easy-to-use center stand: making it specifically designed for the young woman. It has 90mm wide anti-skid tyres fashioned from wet compound giving it stronger grip in wet weather driving. Indian tennis player endorsed the brand and has appeared in several commercials around the model.

Scooty Pep+

Launched in 2005 Scooty Pep Plus features a light-weight body, with a choice of 99 colours. No other scooter in the segment offers such a choice. Pink is the largest selling colour. At various times, Bollywood actresses Preity Zinta and Minissha Lamba have endorsed the brand.

Scooty Teenz and Teenz Electric

The Scooty Teenz has also been released in the electric edition that is designed specifically for young women who travel short distances.

Special Limited Editions

In July 2006 Scooty launched the limited edition Fashion Series with the Perky Pink model that featured a shade-tested hot pink colour believed to be the rage amongst the target segment of 16- to 24-year-old girls. With Preity Zinta as its face, the campaign spoke of thoughtful accessories such as the glow-ring around the key-hole, lit luggage compartment and the mobile charger socket.

Scooty launched a limited edition series to coincide with the start of the 2008 Wimbledon Championships. TVS entered into an agreement with the All England Lawn Tennis and Croquet Club to be an official licensee and launched two variants, the Wimbledon Class and the Wimbledon Xtreme bikes. Designed to be a tribute to women with a sporty attitude, the Class featured white, purple and green flow strokes while the Xtreme came in red with graffiti art.