TVS Raider’s ‘Call of the Wicked’ Campaign Unleashes Thrill-Seeking Spirit in Gen Z

TVS Raider has unveiled its latest campaign, ‘Call of the Wicked,’ designed to inspire young riders to tap into their adventurous side. Created with the Gen Z rider in mind, this new campaign emphasizes style, speed, and power while featuring TVS Raider's newest technological advancement, the iGO feature. This bold campaign is live across digital and television platforms, positioning the Raider as the bike for those who crave individuality and thrill.

The campaign’s film, conceptualized by FCB Kinnect, captures the experience of an adrenaline-filled ride through city streets, showcasing the Raider’s edgy design and enhanced performance. The cinematic experience is meant to evoke a feeling of answering the “call of the wicked”—a theme that resonates with the young, daring riders of today. Styled in a new Nardo Grey and optimized for peak performance, the TVS Raider stands out as a bike built for those who don’t just ride but make a statement every time they hit the road.

Set against a vibrant cityscape, the campaign film gives viewers a taste of the power and style that define the TVS Raider. Inspired by superhero themes, it’s designed to appeal to riders with a bold sense of adventure. The campaign celebrates speed and the thrill of riding, capturing how the Raider aligns with Gen Z’s search for experiences that feel intense and memorable.

With an emphasis on the iGO feature and enhanced performance, the campaign promises an exciting ride for those looking to make every journey more thrilling. This feature not only brings technology to the forefront but also amplifies the Raider’s appeal for riders seeking innovation in their rides.

Rohan Mehta, CEO of FCB Kinnect and FCB/Six India, shared the philosophy behind the campaign, stating, “A truly powerful idea speaks volumes, even in silence. By transforming a sharp insight into a cinematic experience, we’ve captured the bold spirit of the TVS Raider in a way that’s as unforgettable as the ride itself.” This idea is reflected in the campaign's focus on bringing out the unique personality of the Raider in each scene, echoing the brand's essence of fearlessness and adventure.

Nishant Pratap, Group Executive Creative Director (South) at FCB Kinnect, explained that the team wanted to stay true to Raider’s wicked roots. “The new Raider epic is a pure adrenaline kick at 24 frames a second,” he said. “Our intent was to celebrate the million-plus Raiders out there. Being the fastest in its class and draped in the standout Nardo Grey, we just had to make a film that truly announces its arrival.”

With its edgy visuals and focus on adventure, the ‘Call of the Wicked’ campaign seeks to leave a lasting impression on young riders, showcasing the TVS Raider as a bike that reflects their bold and independent spirit.