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Presented By

FOX STAR STUDIOS

Copyright FoxStarStudios 2016


All Rights Reserved

MOVIE SYNOPSIS
MOVIE

M.S DHONI THE UNTOLD STORY

BANNER

FOX STAR STUDIOS, INSPIRED


ENTERTAINMENT, FRIDAY FILMWORK

DIRECTOR

NEERAJ PANDEY

MUSIC

AMAAL MALLIK

STAR CAST

SUSHANT SINGH RAJPUT, JOHN


ABRHAM, GAUTAM GULATI, FAWAD
KHAN, KIARA ADVANI

RELEASE DATE

2nd Sep16

DISTRIBUTED BY

FOX STAR STUDIOS

A biopic based on the life of Indian cricketer and


the current ODI and T20 captain of the Indian
national cricket team, MAHENDRA SINGH DHONI.

IMAGES ARE ONLY FOR REPRESENTATIVE PURPOSES

Copyright FoxStarStudios 2016


All Rights Reserved

MSD THE LIVING LEGEND

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All Rights Reserved

PEER VIEWS

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AWARDS & HONOURS


LG PEOPLES CHOICE AWARD (2013)
AWARDED AN HONORARY DOCTORATE DEGREE
(2011)
TERRITORIAL
ARMY
CONFERRED
THE
HONORARY RANK OF LIEUTENANT COLONEL TO
DHONI (2011)
CHENNAI SUPER KINGS WON IPL (2010)
CASTROL ODI CRICKETER (2010)
PRESTIGIOUS PADMA SHRI AWARD (2009)
CAPTAIN OF WISDEN'S FIRST-EVER DREAM TEST
XI TEAM (2009)
ICC ODI PLAYER AWARD (2008 AND 2009)
RAJIV GANDHI KHELRATNA AWARD (2007-08)
"MAN OF THE MATCH" AGAINST PAKISTAN AT
GADAFFI STADIUM (2006)
PEPSI & MTV YOUTH ICON (2006)
NDTV YOUTH ICON (2006)
Copyright FoxStarStudios 2016
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MSD THE BRAND


First Time In The World, A Biopic Is Being Made On A Playing Sportsperson
MSD BRAND ATTRIBUTES

Malleable Personality
Son of the soil
Humble
Honest
Leader Straight Thinking, Passionate
Adaptive
Winning Attitude
Go Getter
Hard Working
Respectful towards others
Physically & Mentally Fit
Mr. Dependable
Enduring Knocks
Inspiring Leadership
Cool Demeanor
Courageous Decisions

The Indian growth story is targeted at the masses, not the top
of the pyramid. Dhoni is one among them who has come out
and has achieved so much.
The most impressive aspect of Dhoni's brand personality is the
respect and humility which he displays, not merely to the
cricketing fraternity, but towards everyone he meets and
interacts with. This reflects his strong middle-class values, his
origins in a part of the country which has been the crucible of
Indian culture and civilisation, and the simple person that he is.
It enhances the esteem and love which Indians have for him.
Dhoni symbolises vibrant youthfulness, which is aspirational
across age-groups in our country. A large part of India is young,
and the rest of India wishes to look and feel young. Therefore,
his youthful appeal cuts across India's demography.
The core of brand Dhoni is a cool determination to win,
overcoming all odds. Millions of fans have seen him lead the
Indian team into the most challenging circumstances, and
emerge victorious time after time. Most importantly, he has
done so with a remarkably unflappable temperament.
Copyright FoxStarStudios 2016
All Rights Reserved

CURRENT BRAND ENDORSEMENTS

Copyright FoxStarStudios 2016


All Rights Reserved

SUGGESTED CATEGORY TIE-UPS


SUGGESTED CATEGORIES

MATCHING CATEGORY ATTRIBUTES WITH MSD

Alcohol
Airline
Automobile Cars
Banks
Cement
Fitness Equipment's
Hotels
Insurance
Laptop
E-Commerce / Mobile Apps
Paints
Real Estate
Sunglasses

Fun, Friendly, Leader, Social, Authentic, Distinctive


Reliable, Responsible, Dependable, Efficient
Stylish, Efficient, Powerful, Safety
Competent, Masculine, Serious, Dependable
Sturdy, Long Lasting, Enduring
Youthful, Strong, Rebellious, Adventurous
Elegant, Classy, Luxurious
Responsible, Caring, Connected, Maturity
Playful, Professional, Friendly, Inspiring
Trendy, New Age, Youthful
Reliable, Trustworthy, Protection
Classy, Luxurious
Cool, Elegant, Youthful
Copyright FoxStarStudios 2016
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EXAMPLES OF BRAND TIE-UPS


The brand ethos mentioned for the below mentioned brands are in complete sync with those
of MS DHONI and they complement each other perfectly.
BANKING PARTNER

AUTOMOBILE PARTNER

CONSTRUCTION PARTNER

FITNESS PARTNER

BRAND PILLARS
Quality

Competent

Enduring

Enduring

Growth

Innovative

Durable

Tough

Trustworthy

Powerful

Strong

Strong

Responsible

Stylish

Long Lasting

Fit

Innovative

Youthful

Innovative

Upscale

Transparent

Refined

Leader

New Age

Note: Sushant Singh Rajput who is essaying the character of MS Dhoni will be available for co-branded
campaigns for the brands.

Copyright FoxStarStudios 2016


All Rights Reserved

CAMPAIGN IDEAS

INDIA BOLE YES

Invite
entries
from
participants on fb page
facebook.com/yesbank
to make an anthem on
the theme India Bole
Yes. India chooses
Dhoni, the same way
India chooses Yes Bank.
They
are
both
dependable.

BUILD A BEAUTIFUL
TOMORROW

IGNITE STYLE

Get your next road trip


sponsored by Nissan.

#IGNITESTYLE - Share what


ignites your style with us at
facebook.com/NissanIndia

Share your road trip


adventures and tag your
friends

Top entry to be played


at the end credits of the
movie.

Top lucky winners stand a


chance to get their next
road trip sponsored.

A music video featuring


Sushant & Dhoni could
be made
on the
anthem.

Tie-Up
with
MSD
Charitable foundation and
support students from
cities
with
limited
exposure
to
sports
facilities to make it to the
big stage. Build a beautiful
tomorrow by lending a
helping hand to these kids.
Promote this as a CSR
initiative in association
with the movie.

THE ULTIMATE FITNESS


CHALLENGEYOU COME FIRST

Capture Sushant Singh


Rajputs fitness routine
and get his bytes on
how
fitness
is
important.

Do a digital and an
outdoor
campaign
where the actor urges
people to give their
health the topmost
priority.

Run an online contest


on
facebook.com/Golds
Gym
wherein
participants get to take
a Fitness Quiz and post
their fitness routines.

Lucky winners get gym


vouchers.

Amplify via social media


facebook.com/UltratechC
ement

Note: Sushant Singh Rajput who is essaying the character of MS Dhoni will be available for co-branded
campaigns for the brands.

WHATS IN IT FOR THE BRAND


HIGH PROFILE STAR
SUSHANT SINGH RAJPUT
BIOPIC ON A LIVING LEGEND

HIGHEST CALIBER CELEBRITY


ENDORSEMENT

M S DHONI

HINDI SPEAKING MASSES

GREAT TARGET AUDIENCE FIT

AFFLUENT, EDUCATED, UPPER


MIDDLE CLASS, MIDDLE &
LOWER MIDDLE CLASS

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All Rights Reserved

CO BRANDED OPPORTUNTIES
TRADITIONAL MEDIA
Co-Branded
TVC

Co-Branded
Social Media

COBRANDED
OPTIONS

Co-Branded
Print

SOCIAL MEDIA
Co-Branded
Radio

Co-Branded
Outdoor

Copyright FoxStarStudios 2016


All Rights Reserved

TRADITIONAL

DIGITAL

CO-BRANDED TVC
A co-branded TVC can be created by taking the scenes and
other apt footages from the film. The ratio in the TVC would
be 70:30 wherein, 70% will be the film footage and 30% of
the brand.

CO-BRANDED PRINT AD
Using the high resolution still images from the film provided
by the producer, a Co-branded Print Ad can be created and
published it in the leading newspapers and magazines as per
the Brand TG.

CO-BRANDED SOCIAL MEDIA


Connect and Engage with the users and fans.
Capitalize this platform to create a buzz about
the film and your brand that is associated
with the film.
Interact with the Target audience of the film.

CO-BRANDED OUTDOOR
Using the high resolution still images from the film provided
by the producer, a Co-branded Outdoor can be created and
mounted in the targeted cities.

CO-BRANDED RADIO

Run contests about the film when the first


look, trailer is released.
Run a digital campaign during the promotions
which will give your brand enough amount of
lime light.

A Radio spot can be created in order to reach out to the TG


to begin conversation with the audience.
Copyright FoxStarStudios 2016
All Rights Reserved

MARKETING THOUGHT STARTERS


TRAILER LAUNCH
360 Integrated Marketing Campaign

Set-up Billboards at major locations depicting Dhoni and Sushant Singh Rajput urging people to
log on to the website www.dhoniworld.com and participate in the contest to get a chance to
be a part of their respective teams. Silhouettes of Dhoni and his team & Sushant and his team
to create intrigue as to what is coming up.

Replicate the communication online through the FB and Instagram Page & Twitter account.
#MSDvsSSR

V
S

MSD

SSR
Copyright FoxStarStudios 2016
All Rights Reserved

MS Dhonis official website, www.dhoniworld.com has a contest running ARE YOU THE
CRAZIEST FAN OF DHONI. Take this contest offline, tweak it and amplify the reach among
the masses via on-ground activation.

Copyright FoxStarStudios 2016


All Rights Reserved

PHASE 1
REACH / AWARENESS : Create a MSD trivia quiz on the official website www.dhoniworld.com and
drive traffic through social media channels. #MSDvsSSR - Amplify reach by
facebook.com/foxstarhindi,
twitter.com/foxstarhindi,
facebook.com/MSDhoni
&
twitter.com/msdhoni.

Invite users to answer a set of questions pertaining to Dhonis life in particular and cricket in
general.
Make it interactive, wherein we see a question with a set of answers on one side of the screen
and an animated Dhoni on the other side ready to strike with his bat.
Each correct answer by the user puts Dhoni into action and lets him score a boundary (4 or 6).
For every wrong answer, Dhoni misses the ball. For every 3 wrong answers, Dhoni gets out and
the score resets.

This format will create interest among the users. At the end of the quiz, the user needs to answer
briefly WHAT SIMILARITIES DO THEY SHARE WITH DHONI
Entries will be evaluated on the basis of the runs scored by the user and their response to the
question.

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EVERY CORRECT ANSWER = 4 RUNS


THREE CONSECUTIVE CORRECT ANSWERS = 6 RUNS
THREE WRONG ANSWERS = OUT, SCORE RESET

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PHASE 2
ENGAGE : The top 20 selected entries will be eligible for this round.

They will be invited to Mumbai to participate in a 2 day cricket workshop conducted by MS Dhoni
& Sushant Singh Rajput.
This will be a fun filled interactive workshop wherein both the stars will share their tips and tricks
and experiences. They will also give a basic training to the participants in cricketing skills.
At the end of the workshop, the participants will be divided into two teams One under Captain
MS Dhoni, the other under Captain Sushant Singh Rajput.

Copyright FoxStarStudios 2016


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PHASE 3
REWARD : The day of the launch DHONI DAREDEVILS VS RAJPUT WARRIORS (#MSDvsSSR)
Venue: Wankhede Stadium, Mumbai

The 2 teams will play against each other in a 10 over format.


Media and eminent personalities from the industry would be invited. This will be a ticketing event
and general public can also come and witness the clash.
The winning team gets premier tickets for the movie MS Dhoni and other goodies along with a
certificate of being trained by MS Dhoni himself.
After the felicitation is done, launch the movie trailer on a giant screen in the stadium.
The entire event to be telecasted live on Youtube channel youtube.com/FoxStarHindi

Copyright FoxStarStudios 2016


All Rights Reserved

MARKETING THOUGHT STARTERS Contd


HYGIENE PROMOTIONS
6 CITY TOUR Delhi, Ranchi, Chandigarh, Ahmedabad, Bengaluru, Kolkata wherein the cast and
crew of the film including Sushant Singh Rajput will play against the local team from these cities in a
10 over match, kick starting the promotional tour with Ranchi, Dhonis home town. Media will be
invited to cover the event.
COLLEGE VISITS We could have Sushant Singh Rajput attend college events and speak about
leadership skills and team building.
MERCHANDISING Tie-up with McDonalds and come out with special Dhoni figures in different
striking poses as a part of the Happy Meal Box.
MALLS Put up life size cut outs of MS Dhoni in his various cricket poses across major malls in metro
cities.
DUBSMASH Re-create the famous shots of Dhoni such as the Helicopter Shot and upload videos
on Dubsmash. Top entries to win goodies and movie vouchers.
COMIC STRIP Create a comic strip on Dhonis life and launch online. This will cover the various
facets of the cricketers life.
Copyright FoxStarStudios 2016
All Rights Reserved

Copyright FoxStarStudios 2016


All Rights Reserved

THANK YOU