Full Service Automotive Commercial Production: TVS Apache "Build To Order"

A high-octane UK-India co-production delivering elevated, international cinematic standards for TVS Motor’s flagship performance motorcycle launch.

Production Overview

To mark the launch of their flagship "Build To Order" (BTO) Apache RTR & RR 310 performance motorcycles, TVS Motor Company required a visual style that would elevate their content to contemporary international standards.

Building on a track record established during the launch of the TVS Ronin, Andi Hampton (Setflex, UK) and Tony Cordeaux (Goa Film Services, India) partnered to co-produce the campaign. Working in close collaboration with brand agency TBWA and TVS Motor Company, the team engineered a high-precision, automotive-focused execution designed to highlight the customization and engineering of TVS's premium product tier.

TV Commercial Production Services in India by Goa Film ServicesThe Challenge

Filming automotive launch campaigns in India requires managing intense public curiosity with military-grade security for unreleased prototypes. For the Apache BTO, the visual language needed to match European motorcycle commercials—requiring dynamic precision tracking, high-speed camera rigs, controlled lighting, and high-velocity stunt management.

Enforcing this secrecy at scale was our primary logistical hurdle. We had to coordinate a massive technical crew on Bangalore's largest soundstage—implementing strict zero-phone policies and closed-set protocols around a sprawling sci-fi pit garage build—while simultaneously maintaining a total blackout at a confidential racing test track. Furthermore, the workflow required seamless integration between direct-to-brand creative concepts, agency strategy from TBWA, and on-the-ground field execution.

The Solution

By combining UK production and cinematography expertise with deep Indian field production infrastructure, the co-production team established a secure, highly controlled production split between studio scale, track speed, and end-to-end finishing:

  • Studio Scale & Sci-Fi Set Build: Constructed a large sci-fi pit garage set on Bangalore’s largest studio stage. We deployed a huge Art team, a substantial technical crew, a state-of-the art lighting rig, and heavy-duty grip gear under strict, closed-set security to safeguard the unlaunched bikes.

  • Secret Track Operations & Precision Driving: Filmed at TVS’s confidential racing test track under strict NDA. We deployed the best precision riders and drivers in the business alongside specialised tracking vehicles to capture dynamic, high-speed cornering and close-up detail shots safely.

  • Agile Agency & Brand Integration: Managed an efficient collaborative workflow, aligning Andi and Tony's cinematic concept with TBWA’s brand strategy and TVS’s technical product specifications under full confidentiality.

  • End-to-End Post-Production Pipeline: Coordinated a high-end finishing workflow, bringing together a high-profile commercial editor, state-of-the-art VFX, original music composition, and immersive sound design to deliver a slick, internationally competitive film.

Budget Strategy & Scale

  • Full-Lifecycle Commercial Budgeting: Managed financial allocation across the complete production lifecycle—balancing heavy soundstage studio builds, specialized high-speed track operations, and high-end post-production finishing within a single commercial budget tier.

  • Transparent Co-Production Infrastructure: Delivered Western-standard Movie Magic accounting, payroll management, and risk compliance through Goa Film Services, ensuring seamless financial coordination between UK co-producers and Indian vendor networks.

Project Credits

Client TVS Motor Company
Agency TBWA
Director Harsha MG
UK Co-Production / DoP Andi Hampton (Setflex)
India Co-Production / Producer       Tony Cordeaux (Goa Film Services)
Format Commercial TVC / Digital Campaign
Locations Bangalore Studio Stage & TVS Confidential Test Track, India

The Directors Cut

 

The Official Client Version