Campaign details
Brand: Star City+Brand owner: TVS Motor CompanyLead agency: McCann Worldgroup IndiaCountry: IndiaIndustries: Motorcycles, bikesMedia channels: Newspapers, Online video, Point-of-purchase, in-store, Sales promotion, Social media, Television, Websites & micrositesBudget: Up to 500k
Executive summary
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...