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LivFast launches campaign 'Faster Hai toh Hai' with MS Dhoni

LivFast, a part of conglomerate business line SAR Group, is one of the leading power specialists in India with a widespread portfolio of power backup solutions. The company has innovated with a robust product line that comprises of 25% faster charging inverters with of 25% extra battery backup. The fast charging inverters can also charge on voltage as low as 90V.

To create this product line, the company invested in extensive consumer research across multiple Tier 2 and 3 towns like Unnao, Shamli, Hansi and Jalandhar. Basis the same, LivFast inferred that consumers’ requirement from this category is constantly evolving and there was a lack of innovation in the inverter & battery market. The need of the hour was to provide innovation through fast charging inverters, inverters that charge on low voltage and batteries that can hold extra back up. Stemming from this insight, LivFast created this product portfolio.

Taking this insight and messaging further to end consumers, LivFast has come up with a strong marketing campaign. The company has signed up ace cricketer M.S. Dhoni for this new campaign ‘Faster Hai to Hai’. Conceptualized by Famous Innovations, the campaign seeks to establish Livfast as the fastest inverter in the market.  The creative route for the TVC and digital films comprise of three narratives putting Dhoni through a series of unusual speed tests against other professional fast people (a skipper, a clapper and a floss dancer) to illustrate the fact that ‘when something is fast, it is fast’, further bringing the focus on the product line’s core messaging and USPs.

Commenting on the association with MS Dhoni and company’s aggressive marketing campaign, Gurpreet Singh Bhatia, CEO, LivFast Batteries Private Limited said “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.”

Speaking on the concept designed for the campaign, Raj Kamble, Founder & CCO, Famous Innovations remarked, “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 depicting a powerful case for ‘Faster Hai to Hai’ tagline and demonstrating the core USPs of the new product offerings.”

The company which comes under SAR Group has an illustrious hold on distribution channels, profiting from the Group’s heritage of 30 years. Benefiting from the same, LivFast plans to reach through 30,000- 40,000 outlets pan India by March 2019 with an aim to aggressively capture the market.

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