Limited Edition TVS Star City launched

A combination of many firsts is what the new Limited Edition StaR City from TVS Motor Company is all about. With all new refreshing graphics and seamless integration of colors that enhance its contemporary design, this limited edition TVS StaR City motorcycle will bear the signature of Indian cricket captain and brand ambassador Mahendra Singh Dhoni. The bike is being launched with a complete festive theme based advertisement, to complement the oncoming season.

“This limited edition StaR City motorcycle is unique. It is the first time that TVS Motor Company is releasing a specific, festive theme based advertisement. Another first is that this advertisement has been directed by award winning US based Indian film makers Raj Nidimoru and Krishna D K, makers of ‘Shor in the City’ and ‘99’.  Yet another first is that brand ambassador Mahendra Singh Dhoni will feature in the advertisement along with his wife Sakshi. It is the first time that they have been cast together in any advertisement” said H S Goindi, President Marketing, TVS Motor Company. According to Arun Pandey, President, Rhiti Sports Management (which manages Mahendra Singh Dhoni), the concept received optimistic response from Dhoni. “Ever since he started playing for the country, Dhoni has been associated with TVS. When I approached him with the idea of casting Sakshi in this advertisement, he was positive as he has always considered TVS as his family” he said.

“It was not an easy brief this time, both for us as well as for the creative agency, to marry toughness with festivity. We needed to bring in the element of toughness while portraying festivity, which is so much a part of our culture, especially during this time of the year” Goindi added. “We came up with this whole idea of depicting ‘toughness’ by way of Dhoni and his friends being able to re-erect an imposing statue of Ravan using rope harnesses for support and their StaR City motorcycles to provide the power, thereby enabling festivities to continue. The fact that we had Sakshi along with Dhoni was the cherry on the cake” said Anil Ralph Thomas, Regional Creative Director, McCann Erickson. The bike also comes with the backing of the legendary StaR assurance, a five-year warranty, which asserts the top quality undertaking by the company and is available across the country at all TVS dealerships.