Bengaluru-based Ultraviolette Automotive has made waves once again with the launch of the upgraded F77 Mach 2, the latest version of its revolutionary electric motorcycle.
This cutting-edge bike, touted as the fastest electric motorcycle in India, needed more than just speed to capture the imagination of Indian motorcyclists. The challenge was to cement its place in the minds of riders nationwide—and that’s where the tgthr campaign came in.
tgthr’s integrated campaign for the F77 Mach 2 launch was designed to make a lasting impression, showcasing the electric bike as every man’s dream ride. The campaign kicked off in high gear with an exhilarating film shot on the tracks of the Buddh International Circuit. The film highlighted the many facets of the modern Ultraviolette rider—whether it’s the mysterious man of few words on the sleek black Shadow, the laid-back stuntman flaunting tricks on the Airstrike, or the thrill-seeker in a suit, riding the striking red Laser. The message was clear: the F77 Mach 2 caters to every personality and riding style.
The film wasn’t just the heart of the campaign; it was part of a broader media strategy that helped the F77 Mach 2 attract a legion of fans both in India and globally. The campaign garnered attention not only for its cinematic storytelling but also for its reach, amplified through various channels. Popular YouTuber Supercar Blondie took the excitement up a notch by reviewing the bike, adding international appeal to the launch. The buzz spread further as tgthr expertly leveraged a combination of long and short-form content across multiple regional news outlets like Republic India, Aaj Tak, Manorama Online, ABP, TV9, and DailyHunt.
As a result, Ultraviolette’s F77 Mach 2 quickly became a hot topic of conversation, resonating with motorcycle enthusiasts across India. Speaking on the success of the campaign, Rahul Vengalil, co-founder and CEO of tgthr, highlighted how the campaign effectively communicated with motorcyclists in various regional languages such as Hindi, Gujarati, Bengali, Telugu, Kannada, and Tamil, among others. He explained, “The modern Indian rider might not always converse in English, but their expectations for a bike that delivers on innovation and design are as high as anywhere else. With this campaign, we brought the F77 Mach 2 into those conversations, making it relatable to a diverse audience.”
The campaign’s creative vision was brought to life by Arjuna Gaur, the director of the launch films. Gaur emphasized that the F77 Mach 2 is not just another electric motorcycle; it’s a lifestyle. “It’s more than a ride—it’s an escape, a feeling, an experience that takes you out of the ordinary and into a space that’s all your own. We’re fortunate to work with a client like Ultraviolette who shared this vision and allowed us to truly reflect the essence of this bike in every aspect of the campaign.”
From the track to the screen, tgthr’s campaign for the F77 Mach 2 has successfully captured the hearts of motorcyclists and left a lasting mark on the Indian electric bike market. Whether it’s speed, style, or individuality, the F77 Mach 2 offers a unique riding experience that makes it every guy’s dream bike.
