TVS ropes in cricket stars Dhoni and Kohli to launch new StaR City+ motorcyles
The repositioning is sharply on the style platform which is the most visible change, hence the new tag line - Style ka Naya Star
TVS Motor Company is launching a mega marketing campaign for announcing the launch of the new StaR City+ motorcycle roping in the country’s biggest cricketing stars M.S Dhoni and Virat Kohli. The campaign will span across TV including cricket; print; outdoor and digital mediums.
Keeping pace with the times, TVS has given StaR City a complete makeover; at a product level, with best in class styling, all new Ecothrust engine and rechristening it as StaR City+, the new name aptly summing up all the value addition. At a marketing level, the repositioning is sharply on the style platform which is the most visible change, hence the new tag line - Style ka Naya Star. For the successful young adults of today, veritable stars in their own right, the all-new StaR City+ dials up their style quotient even further.
The advertising idea, developed by McCann Bangalore, came from the insight that when a new star is born, the existing ones begin to feel insecure. It's in the execution of this idea that TVS and McCann roped in two of India's biggest cricketing stars of present day, M.S.Dhoni and Virat Kohli, both being brand ambassadors of TVS Motor Co. Ltd. since a number of years and keeping in flavour with ongoing cricket season.
If the country’s two top cricket icons could be made to feel insecure, it’d definitely create a lot of buzz. The duo’s insecurity is brought alive on the screen with the help of two teaser films. And then there is the reveal film, where the mystery about the new Star gets revealed with the appearance of the new 2014 StaR City+. The commercials were shot by ad filmmaker Prashant Issar of Tubelight Films.
Arun Siddharth, General Manager & Head, TVS Motorcycles said, "StaR City+ is the latest all new version of the biggest motorcycle franchise of TVS with more than 4.5 Million vehicles on road. 2014 StaR City+ is a class leader in terms of technology; featurization and more than anything else style quotient. Hence the idea of New StaR is Born. McCann has done a good job of bringing it to life through this campaign with star power of India's biggest cricket stars - MS Dhoni and Virat Kohli. I'm sure it will give the brand traction in the launch phase.”
Vijay Jacob, Sr. VP & General Manager, McCann, Bangalore commented, “We at McCann Bangalore are proud to be partnering Team TVS on one of the most exciting bike launches in recent times. After seeing the new StaR City+, we as a team thought it was only fitting that two of the India’s most stylish cricketing icons Dhoni and Kohli come together to launch this stylish bike. We are now eagerly waiting to see how the new StaR City+ bike and the campaign is received by the market.”
Anil Thomas, Regional Creative Director, McCann South stated, “The brief from TVS was simple. Announce the fact that the new StaR City+ in its new avatar is better than ever before. So we felt we could play with the 'new star' angle. And just as when any new star arrives on the block, the current star begins to feel insecure especially if there is hype around the arrival. The existing star in this case was Dhoni. So we played up the insecurity card as an idea. And Dhoni was a good sport when we shared the idea and agreed. Throwing in Virat Kohli in the mix was an icing.”
Prasoon Joshi, Executive Chairman & CEO McCann Worldgroup India, President, South Asia, stated, “The partnership between TVS & McCann goes back over two decades. The launch of the all-new StaR City+ is a testimony not only to the continuous product innovations from TVS but also their keen understanding of the needs of the changing Indian consumer. We look forward to a successful launch of StaR City+ that positively impacts both mindshare and marketshare for TVS.”
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