Project: TVS Dumdaar Chaunati Mission: Highlighting the strength of the bike Category: Brand Building Agency: RC&M Client: TVS Star city
Star City •
4-stroke bike, launched in 2006
Launched with two key features apt for rural India: • Healthy mileage of 65+km/ltr and • Strong shock absorbers apt for the bad road condition of hinterland.
Strong Cpmpetition •
Continuous upgradations its range •Availability of finance facility •Good resale value.
So Driving Results from the territory
Where the competitors holds the leading positionâ€Ś
Was a challenge..
Challenge to fight and conquer...
Challenge to increase top of the mind recall for TVS Star City
Challenge to motivate and increase the footfalls at the sub dealer points
Challenge to bring the TG together for a rugged and robust showâ€Ścalled
Strategy to meet the challenge
And the passion for physical challenges in rural india
Relating the need to carry multiple load on the bike
On this platform, Dumdaar chunauti was evolved
What was Dumdar Chunauti
Build a team and maximum people ride star city at a given point of time
Team effort leading to positive word of mouth
How the challenge was met?
Main Event to Initiate a Challenge
A power packed carnival catering to sub-dealer town & 50 satellite villages
Rally and Power game
Supported by service camps
Dumdaar chunauti teams (25 teams)
Awarding the challengers
Team with maximum riders on Star city
15 lacs customers contacted