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
Copyright FoxStarStudios 2016
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PEER VIEWS
Copyright FoxStarStudios 2016
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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 All Rights Reserved
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
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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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
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