TVS Eurogrip Tyres created a new brand campaign named “Whistle Through Every Turn,” which features Mahendra Singh Dhoni and other Chennai Super Kings (CSK) players. TVS Eurogrip is the principal sponsor of the defending champions, the two entities inked this lucrative deal in 2021. Three commercial ad films are part of the campaign.
Dhoni appears in one of the films as the protagonist, telling his teammates about his motorcycle escapades. One of the commercials featured him riding his bike through a bleak mountain valley with him satirically narrating the incident to his teammates in an attempt to captivate the audience’s attention, the rest of the commercials were similarly shot in various locations and will air during the ongoing IPL season.
“Our last campaign ‘Tame the Turns’ was received well amongst our audience. We are happy to have woven this insight in an interesting way to create a set of gripping stories with CSK players. Apart from TV and Digital advertising, the campaign includes on-ground activations and channel partner programmes,” said, P. Madhavan, Executive Vice President – Sales and Marketing, TVS Srichakra limited.
On the field, the four-time IPL champions registered their first victory of the season on Tuesday by beating Royal Challengers Bangalore (RCB) by 23 runs. The Ravindra Jadeja-led team will be facing Gujarat Titans (GT) next on Sunday, April 17.