TVS Wego Ad

TVS Wego Ad

TVS Wego has launched a TVC that positions it as a playful mode of transport to navigate city streets; its USP is the body balance feature highlighted in the campaign. BBH Mumbai has crafted the ad campaign to announce the launch of TVS' new scooter, the Wego.
The "brave" campaign??

The television commercial revolves around two couples riding Wegos. The focus is not on the riders, but on the girls riding pillion. (Note - They are not wearing helmets.) With no words exchanged, the girls lock eyes and start competing with each other by performing strange balancing acts that increase the intimacy quotient between them and their respective partners. The display is so vulgar that an elderly lady travelling with a young boy in a car closes the boy’s eyes to prevent him from seeing it.

This communication is supposed to be attempting to position the Wego as the most efficient and enjoyable means of conveyance for a young urban couple to travel within the city.
The agency claims consumer insight used was that these days, the pace of urban life takes a toll on city dwellers and that commuting is not fun any longer. The commercial tries to break this perception and introduce the playfulness of riding a scooter in the city (???).

The agency enthuses, "At the end of it all, we're pretty sure people are going to understand that the TVS Wego has got body balance, and that body balance can make some pretty cool stuff happen (???).

From the safety point of view I am appalled that this commercial is even accepted by TVS. The public display of love by the couple is more of a traffic hazard for other road users too.

Doesn’t the Advertising Agency of India have some moral responsibility in this regard?