Case study
TVS Raider achieves 14% purchase intent lift via gaming content on Amazon MX Player
Through strategic collaboration with new series Gaming Insaan on Amazon MX Player, TVS Motor Company successfully engaged the gaming community, driving 37 million impressions and significant improvements across brand metrics.
Key learnings
89%
89% video view-through rate driven by gaming content integration
14%
14% lift in purchase intent for motorcycles via gaming influencers
9%
9% uplift in brand awareness among relevant audiences of TVS Raider
Solutions used
Amazon MX Player
Goals
TVS Motor Company, a leading global manufacturer of two- and three-wheelers, operates across 80 countries with state-of-the-art facilities in India and Indonesia. As the only two-wheeler company to win the prestigious Deming Prize, TVS maintains high standards in quality and customer satisfaction.
TVS wanted to promote their Raider series of sporty motorcycles in late 2024, aiming to boost brand awareness among relevant audiences.
Approach
Given the motorcycle's sports-centric positioning, TVS identified young adults as the primary consumer for this bike and decided to focus their brand awareness efforts on this demographic. Through their collaboration with Amazon Ads, the brand uncovered a compelling insight—there was substantial overlap between young adult audiences and the gaming community. To forge authentic connections with gamers, TVS recognized the importance of partnering with gaming-focused content. Enter Gaming Insaan, a new show on Amazon MX Player that follows popular gaming influencer Nischay Malhan (Triggered Insaan) on his journey beyond his comfort zone as he pursues an ambitious dream: becoming a professional gamer. The show perfectly aligned with the young adult demographic TVS aimed to connect with, leading the brand to establish a strategic collaboration with Gaming Insaan.
The campaign took a 360-degree approach to engage India’s growing gaming audiences and reinforce its positioning as a youth-centric and high-performance bike brand. The integration featured in-show product placements, aston bands (horizontal display ads which appear at the bottom of the screen), and in-stream video ads, creating seamless brand visibility within the show's narrative. To maximize reach, TVS Raider implemented display ads visibility across Amazon Shopping and Amazon MX Player apps and websites. The campaign was further amplified through Instagram collaborations with Nischay Malhan leveraging his massive online followers. To measure the campaign’s effectiveness, a Brand Lift Study was conducted by Kantar, measuring key brand metrics such as awareness, recall, and favorability.
Aston Band, Static Ad on Homepage, Static Ad during content
In-stream video
Content integration
Aniruddha Haldar, Senior Vice President, Marketing, TVS IndiaThe Gaming Insaan partnership delivered seamless content integration, meaningful engagement, and authentic storytelling
Results
The campaign delivered impressive results across all metrics, showcasing the power of strategic content integration in reaching young adult audiences. Reflecting on this, Chinmay Chandratre, Senior Vice President – Media, FCB/SIX, noted: “The association with Gaming Insaan on Amazon MX Player provided a unique opportunity to seamlessly integrate the TVS Raider into relevant content. This organic integration, rather than traditional advertising, allowed us to showcase the motorcycle’s features and capabilities in a natural and compelling way. We believe in the power of collaborations like this to build brand loyalty and drive future growth.”
The multi-platform approach generated 37 million impressions1 across mobile and connected TV (CTV) devices, creating substantial visibility for the TVS Raider series. Audience engagement proved exceptionally strong, with the campaign achieving an 89% video view-through rate,2 significantly outperforming the internal Amazon MX Player benchmark of 85%.3 This high completion rate indicated strong content resonance with the relevant demographic. To measure the campaign's impact on brand metrics, a comprehensive third-party Brand Lift Study4 conducted by Kantar revealed significant improvements across key parameters: a 9% increase in brand awareness among the relevant audience, an 8% uplift in brand favorability, and most notably, a 14% increase in purchase intent—highlighting the campaign's success in driving consideration. The social media extension of the campaign proved equally effective, with the Instagram collaboration accumulating over 300,000 likes,5 demonstrating strong engagement and organic sharing among the gaming community. These multi-dimensional results validated TVS's strategic approach of integrating gaming-focused content with brand messaging, proving particularly effective in connecting with young adult audiences through their passion points.
Sources
1–3 Amazon internal data, IN, 2024.
4–5 Advertiser-provided data, IN, 2024.