How TVS StaR City+ added swag to its style

Motorcycle manufacturer TVS used a multimedia approach and leveraged the harvest festival of Pongal to win back consideration for its Star City+ model in Tamil Nadu, India.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands