Ride For The Real Stars

Extending the brand’s communication stance of talking about stars behind the actual Stars for the bike StaR City+, Kendraj Joshi, Head of Marketing-Commuter Motorcycles, TVS Motor Company champions the cause of saluting our defence forces with the campaign ‘Kargil Calling - Ride for the Real Stars’

- Dipali Banka

Q] How did you come up with the idea of getting people together on Kargil Vijay Diwas for your brand?

StaR City+ as a brand has been championing this whole concept of stars behind the stars where we talk about people who are actually behind the stars that you see in the forefront. About a couple of years back, we had done a campaign where we spoke about stars behind the stars in terms of cricketers, and focused on their physiotherapist, their bag-pickers, etc., who actually made them stars. Extending the conversation that we had with customers, we came up with the ‘Kargil Calling’ campaign. It is about our defence forces who stand and guard our freedom and it is because of them that we are able to live, breathe and enjoy the life the way we do. The whole idea was that while we know about them, do we appreciate them enough? And the answer perhaps was ‘no’. And we thought that can we generate some appreciation and empathy for these soldiers and our defence forces in the common man’s mind, through this campaign. With this, we encourage initiatives thanking our defence forces and also ask people to participate in the ride that we are organizing on July 26, the ‘Kargil Vijay Diwas’.

Q] How are you building traction around it? How are you going about the entire campaign?