Dhoni gives up ‘star’dom to ride Flame

TVS Motor Company will launch a new ad-campaign screening Dhoni for its executive bike ‘Flame’.

Aiming to ride on Indian one-day cricket team captain Mahendra Singh Dhoni’s popularity, country’s third largest two-wheeler maker TVS Motor Company will launch a new ad-campaign for its executive bike ‘Flame’ across all media.

Dhoni, who was earlier endorsing ‘star City’ of the company, would no longer be associated with the entry level bike.

“Today Dhoni stands for style and an icon of strength.

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TVS Flame is also a very stylish and strong bike in its class.

The combination of both is perfect and will put us in a strong position in the market,” TVS Motor Company General Manager (Marketing) K Ramakrishna told PTI.

To start with, the company would launch an TV advertisement very soon. After that it would be expanded to print and all other verticals, he added.

Henceforth, the company would be withdrawing all the ‘star City’ ads featuring Dhoni, Ramakrishna said.

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“Star has already reached a steady state volume and known as ‘Dhoni ki Gaadi’. It does not require any special campaign now,” he added.

The company had roped in the cricket sensation two years ago and till now he has been used in the campaigns of its Star series bikes.

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