TVS Scooty
Encyclopedia
Scooty is an India
n brand of Scooters
manufactured by TVS Motors
. Designed for women, Scooty is the largest selling Scooter brand in its segment. It has come to represent a generic name for any women's two-wheeler in India.
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), the Scooty Pep (2003) and Pep+ (2005), Scooty Teenz (2007) and Scooty Streak (2009).
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 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.
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.
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 Apecksha Porwal competed as India's representative at the Miss Teen International
beauty pageant in July 2010 in Chicago
, USA. The association with a youth-oriented TV series is believed to reinforce Scooty's position in the minds of the target consumer.
actresses Preity Zinta
and Minissha Lamba have endorsed the brand.
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.
India
India , officially the Republic of India , is a country in South Asia. It is the seventh-largest country by geographical area, the second-most populous country with over 1.2 billion people, and the most populous democracy in the world...
n brand of Scooters
Scooter (motorcycle)
A scooter is a motorcycle with step-through frame and a platform for the operator's feet. Elements of scooter design have been present in some of the earliest motorcycles, and motorcycles identifiable as scooters have been made from 1914 or earlier...
manufactured by TVS Motors
TVS Motors
TVS Motor Company is the third largest two-wheeler manufacturer in India.It is the flagship company of the parent TVS Group employing over 40,000 people with an estimated 15 million customers. It manufactures motorcycles, scooters, mopeds and auto rickshaws...
. Designed for women, Scooty is the largest selling Scooter brand in its segment. It has come to represent a generic name for any women's two-wheeler in India.
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 repositioningPositioning (marketing)
In marketing, positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization....
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), the Scooty Pep (2003) and Pep+ (2005), Scooty Teenz (2007) and Scooty Streak (2009).
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 15-60 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 HondaHero Honda
Hero MotoCorp formerly Hero Honda is a motorcycle and scooter manufacturer based in India. Hero Honda started in 1984 as a joint venture between Hero Cycles of India and Honda of Japan. The company is the largest two wheeler manufacturer in India...
and Kinetic
Kinetic Motor Company
Kinetic Engineering Limited is an automotive component manufacturer in India which formerly sold two-wheelers under the brand names Kinetic Honda and later Kinetic. In 2008, it stopped selling two-wheelers after entering into a joint venture with Mahindra Automobiles, where Mahindra held the major ...
. TVS Motors entered the segment in April 2008 with the brand Scooty Teenz Electric, an ungeared
Automatic transmission
An automatic transmission is one type of motor vehicle transmission that can automatically change gear ratios as the vehicle moves, freeing the driver from having to shift gears manually...
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
Pillion
A pillion is a mostly British English term for a secondary pad, cushion, or seat behind the main seat or saddle on a horse, motorcycle, bicycle or moped...
, up to a distance of 40 km 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 BollywoodBollywood
Bollywood is the informal term popularly used for the Hindi-language film industry based in Mumbai , Maharashtra, India. The term is often incorrectly used to refer to the whole of Indian cinema; it is only a part of the total Indian film industry, which includes other production centers producing...
movies and Indian TV Serials
Serial (radio and television)
Serials are series of television programs and radio programs that rely on a continuing plot that unfolds in a sequential episode by episode fashion. Serials typically follow main story arcs that span entire television seasons or even the full run of the series, which distinguishes them from...
, as either a prop, or in certain cases part of the plot. In the 2008 film Ghajini
Ghajini (2008 film)
Ghajini is a 2008 Indian Hindi action film written and directed by A. R. Murugadoss and produced by Tagore Madhu and Madhu Mantena. It is a remake of Murugadoss's own 2005 Tamil film Ghajini starring Surya Sivakumar in the lead role. The film stars Aamir Khan, Asin Thottumkal and Jiah Khan in lead...
starring Aamir Khan
Aamir Khan
Aamir Hussain Khan is an Indian film actor, director and producer who has established himself as one of the leading actors of Hindi cinema....
, lead actress Asin Thottumkal
Asin Thottumkal
Asin Thottumkal , known mononymously as Asin, is an Indian film actress, model and stage performer who acts primarily in Bollywood and Kollywood....
rides the TVS Scooty Pep+ to get around in the role of Kalpana. It has also been featured in the films Chance Pe Dance
Chance Pe Dance
-External links:* * *...
starring Genelia D'Souza
Genelia D'Souza
Genelia D'Souza is an Indian actress, model, and host. She has appeared in Telugu, Hindi, Tamil, Kannada, and Malayalam language films. After gaining wide attention in a Parker Pen commercial with Amitabh Bachchan, D'Souza began her acting career with Tujhe Meri Kasam in 2003...
and in Sunday
Sunday (2008 film)
Sunday is a 2008 Bollywood film directed by Rohit Shetty starring Ayesha Takia and Ajay Devgan in the lead roles. Arshad Warsi and Irfan Khan play major supporting roles while Tusshar Kapoor and Esha Deol make special appearances in the film. The story revolves around a girl named Sehar who is...
starring Ayesha Takia. Ranbir Kapoor
Ranbir Kapoor
Ranbir Kapoor is an Indian actor who appears in Bollywood movies.Making his acting debut in the 2007 film Saawariya, for which he won the Filmfare Award for Best Male Debut, Kapoor went on to earn critical praise for his performance in Wake Up Sid...
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
Prem Chopra
Prem Chopra is an actor in Hindi and Punjabi films. He has acted in over 400 films. He is famous for his soft spoken diction despite being a villain in most films.-Personal life and education:...
. 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 televisionReality television
Reality television is a genre of television programming that presents purportedly unscripted dramatic or humorous situations, documents actual events, and usually features ordinary people instead of professional actors, sometimes in a contest or other situation where a prize is awarded...
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
Cheerleading
Cheerleading is a physical activity, sometimes a competitive sport, based on organized routines, usually ranging from one to three minutes, which contain the components of tumbling, dance, jumps, cheers, and stunting to direct spectators of events to cheer on sports teams at games or to participate...
, acting
Acting
Acting is the work of an actor or actress, which is a person in theatre, television, film, or any other storytelling medium who tells the story by portraying a character and, usually, speaking or singing the written text or play....
and creativity. The winner Apecksha Porwal competed as India's representative at the Miss Teen International
Miss Teen International
Miss Teen International is an annual beauty pageant for teen aged girls from the Americas and other regions of the world.The current titleholder will be crowned Miss Teen International 2010 by Nazareth Cascante of Costa Rica on Sunday 21st,2010 ....
beauty pageant in July 2010 in Chicago
Chicago
Chicago is the largest city in the US state of Illinois. With nearly 2.7 million residents, it is the most populous city in the Midwestern United States and the third most populous in the US, after New York City and Los Angeles...
, USA. 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, BollywoodBollywood
Bollywood is the informal term popularly used for the Hindi-language film industry based in Mumbai , Maharashtra, India. The term is often incorrectly used to refer to the whole of Indian cinema; it is only a part of the total Indian film industry, which includes other production centers producing...
actresses Preity Zinta
Preity Zinta
Preity Zinta is an Indian film actress. She has appeared in Hindi films of Bollywood, as well as Telugu, Punjabi and English language films. After graduating with a degree in criminal psychology, Zinta made her acting debut in Dil Se in 1998 followed by a role in Soldier the same year...
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
2008 Wimbledon Championships
The 2008 Wimbledon Championships was a tennis tournament played on outdoor grass courts. It was the 122nd edition of the Wimbledon Championships, and the third Grand Slam event of the year...
. TVS entered into an agreement with the All England Lawn Tennis and Croquet Club
All England Lawn Tennis and Croquet Club
The All England Lawn Tennis and Croquet Club , also known as the All-England Club, based at Aorangi Park, Wimbledon, London, England, is a private members club. It is best known as the venue for the Wimbledon Championships, the only Grand Slam tennis event still held on grass...
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
Graffiti
Graffiti is the name for images or lettering scratched, scrawled, painted or marked in any manner on property....
art.