TVS intended to launch the 125 cc TVS flame through a massive campaign. Since the TG was of the age group 18-25 years, TVS wanted to grab their attention and engage them in their comfort zones. TVS also wanted to create awareness, responsiveness and hype about the bike. Therefore, a pan India ‘Hottest Flamer Hunt’ was organized for the most stylish, intelligent and powerful dude in India. On ground promotions were done by selecting participants through road shows. A unique video game was also developed to engage the TG on ground. Online promotions were done via mailers,digital calanders & winamp skins to nearly 20,000 TG.