LivFast, a power backup solutions provider, has rolled out a campaign consisting of three films featuring MS Dhoni.
Conceptualised by Famous Innovations, the films show Dhoni clapping, doing the floss dance step and skipping respectively. Dhoni is slower than his opponent in each of the films. The films sign off with Dhoni saying 'faster hai to hai' (when something is fast, it is fast').
Gurpreet Singh Bhatia, CEO, LivFast Batteries, said, “It’s a proud moment for LivFast to associate with legendary cricketer MS Dhoni and we are equally excited to launch the campaign, 'Faster hai toh hai'. LivFast is a brand that outperforms competition and performs no matter what condition. Just like LivFast, Dhoni is known to be a finisher, someone who stays cool and performs, no matter what situation. This association is like a perfect handshake as we believe in a common ideology.We have carefully understood the needs of the consumer in this category and the absence of innovation for a long time from the competition. Our new product offerings are unique, with faster-charging inverters that can also charge on lower voltages and batteries which will provide extra back up. This very fact is well resonated in this 360-degree marketing campaign that will help attract the consumer’s attention since these are based on their pain points. We wish to solidify our position in this category with an aim to gain a strong market share.”
Raj Kamble, founder and CCO, Famous Innovations, added, “Having two great performers at the helm - LivFast and MS Dhoni, the ideology of being faster than the rest resonated strongly. We kept in mind the positioning of the brand in calibration with Dhoni and the fast performers. The result is three intriguing creatives depictinga powerful case for ‘faster hai to hai’ tagline and demonstrating the core USPs of the new product offerings.”