Dhoni takes rider’s seat to drive TVS Motorcycle sales


Two-wheeler major TVS Motor Company has rolled out a new advertising campaign featuring the former Indian cricket captain and brand ambassador MS Dhoni for the dual tone special edition of TVS Star City+.

The Chennai-based automobile brand has been driving its two-wheelers with Dhoni as the face of TVS for over a decade now. Typically, endorsement deals are for three to five years, but brands rarely let go of Dhoni once they sign him.

Incidentally, Mahendra Singh Dhoni, arguably the most successful Indian cricket captain has been the brand ambassador for the TVS Star City right from the launch of this motorcycle. The two-wheeler brand is so fond of the crickter that they even launched a special MS Dhoni signature edition.

While many would think that Dhoni’s endorsement value has taken a bow, the brands faith in their icons power would lay any and all doubts to rest.

Launched in early September 2017, the new TVS Star City+ dual tone special edition’s campaign features  Dhoni in the rider’s seat.

Commenting on this interesting concept, Aniruddha Haldar, VP (marketing) – commuter motorcycles, scooters and corporate brand at TVS said, “Much like its users the TVS Star City+ has always stood for ‘Style’ backed by substance as it seamlessly blends superlative handling and mileage with eye catching styling. As the Star City+ consumer draws a second look of admiration, so does the new dual tone Star City+. We are confident that the DEKH DOBARA DEKH campaign, which is simple and sticky, will ensure that this festive season, the love for the brand will increase and so will its loyal consumer base.”

Conceptualized by McCann Bangalore, the idea of the commercial has been brought to life by Hungry Films. ” We came up with a simple idea for the most stylish bike in its category which now comes with dual-tone styling. ‘Dekh dobara dekh’ was an idea born out of interesting double-take situations that the new dual-tone styling seems to demand. Our simple thought was pushed to the limits by Hungry Films to lend a magical feel to the narrative which will make you watch the ad much beyond dobara.” said Puneet Kapoor- ECD, McCann Bangalore.

After all, Mahi has been the key driving factor for sales of TVS motorcycles.

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