TVS Raider Launches India's First Crowdsourced Motorcycle Ad Film

TVS Motor Company has launched India’s first crowdsourced motorcycle ad film for its commuter bike, TVS Raider, marking a shift from conventional brand-led advertising to community-driven storytelling.

The film has been created entirely using videos submitted by TVS Raider owners from across the country. Instead of working with professional actors or scripted scenes, the campaign brings together real rider content, reflecting how the motorcycle fits into their daily lives, routines, and aspirations.

Referred to as the Raider Bros community, these owners contributed riding clips, road moments, and personal experiences, which were compiled into a single brand film.

The initiative places riders at the centre of the narrative, allowing them to visually define the brand rather than relying on traditional motorcycle advertising formats.

• TVS Raider launches India’s first crowdsourced motorcycle ad film
• TVS uses real rider videos to redefine motorcycle advertising in India
• Raider Bros community takes centre stage in TVS Motor’s new campaign

 Aniruddha Haldar, Senior Vice President, Head Commuter & EV Business and Head Corporate Brand & Media, TVS Motor Company said, “The promise of TVS Raider is about breaking the mould and celebrating individuality. With India’s first crowdsourced ad film , TVS Raider story is now fueled by Community engagement ,Collaborative creation and growing ecosystem of rider‑led Content.It reflects our belief that today’s young riders are not just consuming content, they are creating it, owning it and shaping the culture around them.” 

The campaign was conceptualised and executed by Kinnect, which focused on authenticity and real-world representation. “Today, relevance is earned when brands respect and participate in culture. With Raider Bros, TVS allows real riders to define the brand in their own style, building a connection that feels earned rather than imposed,” said Chandni Shah, CEO, Kinnect. 

By opting for user-generated content, TVS Motor Company moves away from polished advertising visuals and instead highlights lived experiences and spontaneous storytelling. The campaign also reflects a broader trend in automotive marketing in India, where brands are increasingly turning to consumer communities to build credibility and relevance.

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With this initiative, TVS Raider positions itself as a youth-focused brand that values participation, individuality, and rider voices, setting a new precedent for motorcycle advertising in India.