EMotorad, an electric bike company, recently launched an ad featuring MS Dhoni. Remarkably, within two weeks, this campaign led to a 300% boost in sales. The ad showcased Dhoni singing to the tune of "Bole Jo Koyal," a nod to his viral meme with content creator Uppal Balu.
Creative Choices
Produced by One Hand Clap, the ad depicts Dhoni riding an electric bike. Meanwhile, two cuckoo birds narrate the bike's features. Aditya Oza, EMotorad's co-founder, shared that this was their largest investment in brand promotion yet, aiming to strike a chord with fans without compromising their brand identity.
Dhoni's Enthusiasm
Oza explained that there were initial concerns about Dhoni's reaction to the ad concept, but Dhoni was open and enjoyed participating. The ad also features music rights acquired from Falguni Pathak and Universal Music Group, adding to its appeal.
Broader Strategy
Aside from YouTube's success, the campaign performed well on social media. Oza highlighted that their goal was not just virality but creating content that brings pride and joy. They also planned their release strategically during the IPL season to stand out amidst numerous Dhoni ads.
Future Plans
EMotorad is preparing for another campaign and aims to increase its IPL ad budget next season. They focus on matches where Dhoni's team, CSK, plays, targeting specific audiences effectively.
Challenges and Opportunities
Oza noted the challenge of maintaining brand visibility in viral campaigns. However, the results have been positive, with significant increases in organic search results and overall campaign effectiveness.
