For our campaign execution, we had DM material that was distributed at colleges, beauty parlours, etc, where we had a high concentration of the TG (this ensured that there was no spillover in terms of communication). This DM material was used to create awareness and encourage the target audience to register for the institute, which in turn was used as the brand building tool, resulting in increased sales for the brand.Based on the insight that any girl who learns to ride on a particular brand of bike prefers to buy the same brand, we set up “The Scooty Institute” to promote riding two-wheelers amongst women. A course syllabus was created that was a mix of theory and practicals, covering everyday riding conditions to ensure relevance to the TG. Teaching was done by locally hired women instructors (TVS certified) to ensure that women felt comfortable at the institute. Expanding one city at a time, the Scooty Institute now covers 55 cities with 400 women trainers certified by TVS.