TVS Motor Company unveiled a new campaign film titled 'Tu Race Laga' on Monday, marking the milestone of 7 million global customers for its Apache brand. The event in Mumbai celebrated the brand's evolution over 20 years and its deep connection to racing.
Campaign Film Directed by Ram Madhvani
The four-minute campaign film, directed by National Award-winning filmmaker Ram Madhvani, opens with the sound of motorcycle engines and racing-inspired visuals. It carries the message 'Tu Race Laga', blending racetrack performance with everyday riding. The film features the Apache RR and Apache RTR motorcycles in a race sequence.
Madhvani, known for directing the film 'Neerja', said he learned a new word while making the film: 'organoleptic'. He explained, "Even now, I don't actually know its meaning but I know its feeling and it is when you get on a motorcycle and your entire senses are at full 100 per cent." He added that the campaign slogan 'Tu Race Laga' is meant to go beyond motorcycling and racing.
7 Million Customer Milestone and Global Expansion
At the event, TVS Motor Company recognized its 7 millionth customer from Mumbai by presenting a ceremonial key for an Apache RR. Gaurav Gupta, President of India 2W Business at TVS Motor Company, stated, "The TVS Apache has crossed the 7-million customer mark globally and expanded its presence to 90 countries." He emphasized that the brand, made in India and exported worldwide, has built a community of over 500,000 registered riders through curated rides, track experiences, and brand-led engagements.
Showcasing 20 Years of Apache Evolution and 44 Years of TVS Racing
The event also featured a special gallery showcasing the evolution of the TVS Apache, displaying every model launched since the brand's debut in 2005, including the latest Apache RTX introduced in 2025. This display highlighted 20 years of Apache development alongside 44 years of TVS Racing, which began in 1982.
Vimal Sumbly, Head of Business – Premium at TVS Motor Company, explained that the film is rooted in Apache's 'Track to Road' philosophy. He said, "Technologies developed through the company's racing programme are translated into production motorcycles." Sumbly noted that TVS has democratized racing in India since 1982. "In 2016, TVS was the first to make a factory women’s racing team, while in 2025 we are the first brand to supply motorcycles and engines to the racing team," he added.
Racing Academy and Training Programs
Sumbly highlighted that TVS has trained more than 4,000 racers at the TVS Racing Academy. "Our teams have been building motorcycles for a new generation of racers," he said, quoting a saying at TVS: "We race on Sundays and we sell on Mondays."
TVS Apache Portfolio
The TVS Apache portfolio currently spans street/naked, supersport, and adventure rally tourer motorcycle segments, with engine capacities ranging from 160cc to 310cc. The brand continues to strengthen its presence in the premium motorcycle market.
