Brand: Star City+
Brand owner: TVS Motor Company
Lead agency: McCann Worldgroup India
Industries: Motorcycles, bikes
Media channels: Newspapers, Online video, Point-of-purchase, in-store, Sales promotion, Social media, Television, Websites & microsites
Budget: Up to 500k
Motorcycle manufacturer TVS's leadership in the Tamil Nadu (TN) market was being threatened by national players such as Hero and Honda. And the Star City+, one of the most valuable brands in its portfolio, was up against rising competition in the TN market. So the brand decided to do something during Pongal, the Tamil harvest festival, to win back consideration with consumers.
In a market driven by mileage, Star City+ was built on a style proposition. And while its offering was "executive styling", research conducted across the TN market revealed a different story. A predominant number of men were wearing dhoti/vesti while riding motorcycles in TN. Also, the ritual of wearing vesti goes up during traditional festivals.