As part of its regional marketing strategy to promote the new TVS StaR range of motorcycles, TVS Motor Company has signed on Tamil actor Surya as its new brand ambassador for South India.
The 100 CC 4-stroke bike has so far sold over 1 lakh vehicles since its launch. The bike was launched in Tamil Nadu in January, and in Kerala last month.
On the choice of brand ambassador, Prasad Narasimhan, Vice President - Marketing,
TVS Motor Company, said, "Surya was our obvious choice for his youthfulness, style and athleticism, attributes that exemplify the brand attributes of TVS StaR, which is built around toughness and Style."
The new brand ambassador will try to create a greater mind share for StaR across AP, Kerala, TN and Karnataka, through a print and TVC campaign that is to break shortly. McCan Erikson handles the advertising for TVS StaR, and will communicate to help the brand attain its target of 35,000 bikes a month.
TVS StaR Deluxe is a new style variant of TVS StaR, targeting the urban and semi urban customers. TVS Motor's total two wheeler sales in April 2005 stood at 92,400 units compared to 81,032 units, during the same period last year, recording a growth of 14 per cent. The economy segment to which the StaR belongs, grew 30 per cent last year, and the company is hopeful that a similar run will boost the fortunes of the StaR.