The relatability of a brand messaging is vital for successful brand communication. This factor of relatability plays a very important role in engaging audiences because it helps them better understand the brands they interact with and thus the mission it propagates.
What better due to creating relatable brand messaging than by leveraging a trending dialogue from a highly iconic movie while incorporating it with a struggle almost everyone can relate to? With this goal in mind, Josh – India’s fastest growing and most engaged short-video app collaborated with TVS Motors, one altogether the largest two-wheeler companies on the planet, to plug its StaR City + Motorcycle.
With an aim of highlighting the best-in-class mileage that the StaR City + Motorcycle provides, Josh collaborated with TVS to launch the creator-led #StaRWaaliBaat campaign. Primarily targeted toward the Hindi-speaking and South Indian audience, the incorporation of dialogues from KGF Chapter 2 provided a high factor of engagement because it resonated well with the audience therein market generating over 3.2K UGC videos which received a whole of 140 million views and 11 million hearts during a brief span of some time.
Kick-started by leading influencers on Josh, the campaign catchphrase, “Petrol price, petrol price, petrol price. I don’t prefer it. I can’t avoid. But with my new StaR City +, I can avoid,” was supplemented by a catchy soundboard and a dynamic filter to form an impactful brand presence for TVS on the Josh app.
Head of Content and Creator Ecosystem of Josh Sunder Venkatraman, said that the Brands see Josh as an effective platform to attain and engage with a bigger audience because of our deep understanding of India and its multiple contexts. TVS has recognized the power of short-format videos and also the way it allows them to connect with audiences in effective and innovative formats.
Senior VP – Marketing, TVS Motor Company Limited, Aniruddha Haldar said that TVS conducted internal customer studies that have found that the short-video format has become a broad approach for brands to interact with their consumers. As we strived to leverage this lucrative format to bring our campaign alive, partnering with Josh has been a really rewarding experience. Like TVs, Josh also incorporates a deep understanding of the Indian context, and by leveraging our combined understanding of India we’ve been ready to successfully execute a campaign that has results that are unnecessary in need of excellence.”
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