MUMBAI: Indian cricket legend MS Dhoni has been named the new brand ambassador of LivFast, Pune-based conglomerate SAR Group’s brand of inverters, Economic Times reports. The company has come out with a 360-degree marketing campaign named ‘Faster Hai to Hai’ which features Dhoni unusual speed tests with a professional skipper, floss dancer and clapper.
The wicketkeeper batsman is known for his agility and reflexes physically and mentally which has been highlighted to drive home the message that LivFast is the fastest inverter in the Indian market.
The campaign has been conceptualized by Famous Innovations, whose COO and founder Raj Kamble told ET: “Having two great performers at the helm- LivFast and MS Dhoni, the ideology of being faster than the rest resonated strongly. We kept in mind the positioning of the brand in calibration with Dhoni and the fast performers. The result is three intriguing creatives depictinga powerful case for ‘Faster Hai to Hai’ tagline and demonstrating the core USPs of the new product offerings.”
LivFast Batteries Pvt Ltd CEO Gurpreet Bhatia added: “It’s a proud moment for LivFast to associate with legendary cricketer MS Dhoni and we are equally excited to launch the campaign, Faster hai toh hai. LivFast is a brand that outperforms competition & performs no matter what condition. Just like LivFast, Dhoni is known to be a finisher, someone who stays cool and performs, no matter what situation. This association is like a perfect handshake as we believe in a common ideology.We have carefully understood the needs of the consumer in this category and the absence of innovation for a long time from the competition. Our new product offerings are unique, with faster-charging inverters that can also charge on lower voltages& batteries which will provide extra back up. This very fact is well resonated in this 360-degree marketing campaign that will help attract the consumer’s attention since these are based on their pain points. We wish to solidify our position in this category with an aim to gain a strong market share.”
With Dhoni coming on board, LivFast targets to reach 30-40k outlets across India by March.
SAR has taken the cricket route in the past for its marketing strategies as well, signing on Sachin Tendulkar back in 2012 to endorse the company’s flagship brands, Livpure and Luminous.
