TVS Motor Company has rolled out a campaign conceptualised by McCann Worldgroup for the launch of its 2015 model (Titanium) StaR City+, featuring Indian cricket captain and brand ambassador MS Dhoni.
The film begins with Dhoni getting onto his bike and going for a ride. Along his journey, he encounters a businesswoman, an old lady, a group of young ladies and some school girls; who whistle at his stylish bike as he rides by. The film cuts to a shot of the bike as a voice over talks about its features. The film ends with Dhoni, who’s now off the bike, voicing the brand's tagline "TVS StarCity plus. Style ka naya star."
Arun Siddharth, senior general manager and head, TVS Motorcycles, said, “In 2014, we relaunched StaR City+ with a new style and superior performance. It was a good success for us with the brand growing in volumes by almost double. Now a year after the launch; we have launched the new Titanium Edition StaR City+ to further enhance the style quotient of StaR City+. This single minded proposition required a single minded execution idea. McCann has developed the idea along with TVS brand team of style that evinces whistles and nicely bought it to life in this ad.”
Prateek Bhardwaj, national creative director, McCann Worldgroup India, added, “TVS StaR City+ has been positioned as a bike that's stylishly superior. The brief from the client was simple – to make style synonymous with StaR City+. The idea is simple too -- how a stylishly designed object evokes instant, impulsive reactions of awe and desire. We're hoping the commercial creates buzz for the brand and takes its market share even higher.”
Client: TVS Motor
Senior general manager and head–Motorcycles: Arun Siddharth
Creative agency: McCann Worldgroup
Creative: Prateek Bhardwaj, Ketan Deshpande, Suneet John Vivek Shenoy, Ajit Jacob Thomas, Subham Biswas
Production house: Storytellers
Director (film): Arun Gopalan
Producer: Zina Khan
Post producer: Prasad Shetty