About the Client

TVS Credit Services Ltd., our client is a trusted financial services company and part of the renowned TVS Group. With a strong focus on empowering underserved communities through financial inclusion, the brand offers a range of products including two-wheeler loans, used car loans, consumer durable loans, and business loans.

Objective

The primary goal of the client while approaching advan was to build awareness around their launch of five new TVS Credit branches in Chennai. The aim was to ensure that local communities were informed about the new locations and services offered. The client aimed to drive footfall, build brand visibility, and establish a strong neighbourhood presence.

After a detailed discussion with the client, our team came up with an all-inclusive campaign strategy that addressed their demands.

Target Audience

The campaign targeted was hyperlocal, focusing on neighbourhoods with a high potential for customer acquisition and engagement.

• Residents in and around the five new branch locations
• Working-class families and small business owners
• Medical store visitors and passers-by in high footfall zones
• Individuals seeking affordable and accessible financing options

Challenges

• Low brand visibility in newly entered micro-markets
• Need to stand out amid local advertising clutter
• Creating awareness without heavy reliance on digital platforms
• Generating on-ground engagement with residents in an authentic and attention-grabbing manner

Approach

Our team developed a two-phase brand activation campaign strategy to ensure deep penetration and engagement in each of the five local markets: The campaign was executed in two phases.

Phase 1: Neighbourhood Visibility & Localized Marketing

Auto Hood Branding

We planned and executed a creative auto rickshaw branding that took the client’s brand name across the key streets in Chennai, providing consistent, mobile brand visibility.

Newspaper Inserts

We devised a newspaper insert strategy by placing promotional flyers about the brand in local newspapers. They were distributed to households surrounding the new branches of the client.

Medical Pouch Distribution

Custom-branded pouches were distributed at local medical stores, aligning with daily community touchpoints.

Lookwalker Activity

Brand promoters with illuminated walk boards navigated high-traffic areas to create strong visual impressions and guide people toward the new branches.

Phase 2: Mobile Van Activation with Experiential Engagement

The second phase of the campaign included a mobile van activation with an exciting challenge for the audience.

Mobile Van

A branded mobile van toured five areas around the new branches, broadcasting the brand message through audio announcements and interactive branding.

Gold Bar Challenge

We also included a “Gold Bar Challenge” in the van activity that encouraged public participation and created buzz. This not only drew crowds but also allowed for direct brand interaction and lead generation.

Execution

• Each of the five branch locations of the client received tailored, localized attention with our expert on-ground teams managing the activations.
• We optimized the timings and routes of the campaign to coincide with peak residential and commercial footfall.
• We also subtly incorporated the local influencers and community touchpoints to enhance credibility and engagement of the campaign.

Outcome

The campaign was a resounding success, delivering strong brand visibility and impactful awareness:

• High neighbourhood recall was achieved for TVS Credit’s new branches within few days of the campaign launch.
• Consistent footfall was observed at each client branch, attributing directly to the localized campaign efforts.
• Increased inquiries and walk-ins were achieved, particularly after the mobile van and gold bar engagement activity.
• The blend of traditional, mobile, and experiential tactics ensured saturation-level visibility across all five branch locations

Conclusion

The branch launch campaign we launched for TVS Credit in Chennai is a prime example of how hyperlocal marketing combined with creative engagement can drive strong brand visibility in new territories. Through a mix of street-level branding, community-driven touchpoints, and immersive experiences, our campaign successfully positioned TVS Credit as a trusted financial partner in each neighbourhood.