TVS STAR CITY - NEW VERSION LAUNCH
Film
TVS Motor Company, one of the top manufacturers of two and three-wheelers, wanted to launch an upgraded version of its 110cc motorcycle, TVS Star City.
While they had improved to make it more stylish, the winning combination was its high fuel efficiency and toughness. To make it even more sought after they had the very successful Indian cricket captain M S Dhoni endorsing it.
While they had improved to make it more stylish, the winning combination was its high fuel efficiency and toughness. To make it even more sought after they had the very successful Indian cricket captain M S Dhoni endorsing it.
While most motorcycles in the market make a hardcore display of their features, a refreshing human story displaying the endurance of the bike was evolved to make the communication stand out and strike a chord with the consumers.
My Contribution:
Launch communication strategy | Brand tagline | Scriptwriting | Creative Direction | Celebrity collaboration | Collaboration with client + planning + production teams
I based this script on the fascinating story of 'The Afghan Girl' by Steve McCurry who 20 years later went looking for her again. I chose Nick Long to direct this film for me. He had experience in automotive, in human storytelling and was just as fascinated about The Afghan Girl story.
