TVS Motor Company’s electric scooter brand iQube has launched a new festive-season campaign, ‘EV yani iQube’, positioning electric mobility as a practical choice for Indian families as its customer base crosses one million.
Conceptualised by advertising agency Dentsu, the campaign highlights how the electric scooter fits into everyday family routines, from commuting and visiting relatives to recreational activities.
The campaign seeks to build on the trust of more than one million customers across India by showcasing the convenience, functionality and family-oriented appeal of the iQube.
Family moments drive campaign narrative
The campaign film adopts a playful storytelling approach, featuring a young boy who questions his parents about why they chose the iQube.
His curiosity develops into a journalist-like interrogation, allowing the film to showcase the scooter’s features through familiar family situations rather than a conventional product demonstration.
The narrative reflects the growing role of family preferences in electric vehicle adoption, with different household members looking for convenience and functionality that suit their daily needs.
By placing the product within relatable domestic situations, the campaign aims to make electric mobility more accessible and familiar to prospective buyers.
Range, storage and hill-hold feature highlighted
The film showcases three key features of the iQube: Smart Hill Hold, a claimed Indian Driving Cycle (IDC) range of 212 km and 32-litre storage capacity.
These features are presented through everyday situations, including enjoying breakfast at a hill location, travelling across cities to meet relatives and carrying a cricket kit for a family member.
The scenarios are designed to demonstrate how the scooter can accommodate different requirements, combining practical utility with family recreation.
The 212 km IDC range is a manufacturer-claimed figure; actual riding range may vary depending on riding conditions and usage.
Festive season offers opportunity to strengthen EV adoption
The campaign comes as the festive season provides an important window for vehicle purchases in India. Automakers typically use this period to introduce new campaigns and engage consumers considering upgrades or first-time purchases.
For iQube, the initiative centres on positioning the electric scooter as a family mobility solution rather than simply an alternative to conventional petrol-powered two-wheelers.
The campaign also reflects an effort to connect product features with the everyday benefits consumers seek when evaluating electric vehicles, including storage capacity, usable range and ease of riding.
With its customer base crossing one million, iQube is using the campaign to underline the increasing acceptance of electric mobility among Indian households.
The ‘EV yani iQube’ campaign reinforces the brand’s positioning as India’s Favourite Family EV, with a focus on combining everyday practicality and the familiarity of family life.