TORK MOTORS
Founded by Kapil Shelke, a lifelong motor racing enthusiast and mechanical engineer, Tork Motors was built on a culture of engineering-first thinking. What began as a garage-built racing experiment ended up being an object of awe for the onlooking big motorbike companies with a podium finish at the Isle of Man TTXGP, the world’s most fatal motorbike races, signalling that Indian engineering could compete on the global stage.
Backed by $10.2 million in initial funding from the legendary Indian industrialist Ratan Tata and Bharat Forge, Tork Motors was established with a clear vision: to deliver electric motorbikes that are affordable, stylish, and technologically advanced for the next generation of Indian riders.
Overview
Tork Motors entered the Indian automotive market at a time where EVs were the trending buzzword but lacked consumer trust and emotional appeal for serious motorbikers.
The challenge then was to introduce India’s first indigenously manufactured electric motorbike in a way that went beyond novelty, establishing it as a machine that could stand shoulder-to-shoulder with its fuel-powered counterparts, while remaining accessible to the majority of the Indian market.
WORK
Concept: Rooted in motorsport and driven by engineering ambition, our communication approach brought Tork Motors’ racing DNA to the forefront. A confident, high-energy tone of voice helped position the brand as a serious performance contender, not just another electric alternative.
Ad Strategy: We aimed to highlight the benefits of purchasing an EV over a fuel powered vehicle and launched several FB, Google, and Youtube ads in multiple formats keeping the brand voice and creatives consistent throughout. I was the lead copywriter for this brand, had a hand in editing, ideating, and reworking every ad, script, and landing page for this one.
A series of Youtube videos presenting new-gen features with use cases in real-time, in Indian road conditions.
Email Strategy: With a product truly intended to disrupt the Indian EV market, plus the first mover’s advantage, we wanted our communication to highlight the benefits, savings, and improvement in their QOL after switching to an EV.
Results
This momentum translated into significant commercial growth, with Tork Motors recording a 7x increase in operating revenue between 2022 and 2023, growing from approximately AU$0.78 million to over AU$6.0 million. ( INR Rs 4.5 Cr to INR 35.5 Cr )
Source: Entrackr