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Dhoni & Kohli team up to launch TVS StaRCity+

The mega-marketing campaign, conceptualised by McCann, Bangalore, will run across television, print, outdoor and digital mediums

BestMediaInfoBureau | Mumbai | June 3, 2014

TVS-StaRCity-TVC Click on the image to watch the TVC.

TVS, a leading two-wheeler company, has launched the all-new StaR City+ with a mega-marketing campaign with the biggies of Indian cricket – MS Dhoni and Virat Kohli. The campaign has been conceptualised by McCann, Bangalore, and was executed with the idea that every time a new star is born, the existing one begins to feel insecure. The first teaser of this campaign went on air on May 20 during the IPL matches, followed by the final TVC.

TVS has given StaR City a complete makeover at the product level with best in class styling and new eco-thrust engine, and rechristened it StaR City+. On the marketing front, the responsibility is more on the style quotient and hence the new tagline ‘Style Ka Naya Star’. This campaign will run across television, print, outdoor and digital mediums.

Arun Siddharth, General Manager & Head of TVS Motorcycles, said, “StaR City+ is a class leader in terms of technology, features and, more than anything else, style quotient. Hence, the idea of a new StaR was born. McCann has done a good job of bringing this to life through this campaign with MS Dhoni and Virat Kohli. I'm sure it will give the brand traction in the launch phase.”

Commenting on the brief, Anil Thomas, Regional Creative Director, McCann, South, said, “TVS asked us to announce the fact that the StaR City+ in its new avataar 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 with him. Throwing in Virat Kohli in the mix was an icing.”

The 15-second teaser campaign begins with Dhoni calling up Virat Kohli and informing him about a ‘Naya Star’. Both of them look tense and keep wondering who this ‘Naya Star’ will be.

The teaser campaign gets followed with a 45-second final TVC which starts with Dhoni getting highly insecure when people are asking him about the ‘Naya Star’. Be it at a press conference, at a restaurant, or his own driver asking him, Dhoni gets annoyed and refuses to answer any question related to the ‘Naya Star’. He then decides to play his match to prove others who is the real star. He wins the ‘Star of the Series’ award and gets awarded with ‘Naya Star’. It is then that it strikes him that people till now were referring to the TVS StaR City+ as the Naya Star.

Vijay Jacob, Sr. VP & General Manager, McCann, Bangalore, said, “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 are received by the market.”

Prasoon Joshi Prasoon Joshi

Prasoon Joshi, Executive Chairman &CEO McCann Worldgroup India, and President, South Asia, said, “The partnership between TVS and 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 mind share and market share for TVS.”

The TVC:

[youtube]http://www.youtube.com/watch?v=KJ5VVxBDN-s[/youtube]

Credits:

Agency: McCann India

Chief Creative Officer: Prasoon Joshi

Creative Director: Anil Ralph Thomas

Strategic Planning: Jitender Dabas, Sujith Sudhakaran

Copywriters: Anil Ralph Thomas, Ketan Deshpande

Account Management: Vijay Jacob, Suneet John, Vivek Shenoy

Director: Prashanth Issar

DOP: Sejal Shah

Production house: Tubelight Films

Producer: Radhika Sawhney

Sarmistha@BestMediaInfo.com

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