MUMBAI: Toyota Kirloskar has decided to launch its latest offering Toyota Innova, India's first three-row seating passenger car, with an exclusive television event on Star Plus titled Innova Stars Ki Dhoom.

A launch of this kind will be a first of its kind where a car will be introduced in the market with a television event backing the launch.

 
 
Commenting on the launch and availability of Innova in India, Toyota Kirloskar Motors vice chairman Vikram Kirloskar said, "Launch of Innova brings India closer to the world. The new generation vehicle will provide luxury, comfort and safety, which are at par with customer requirements internationally."
Leveraging on the popularity of Star Plus, the flagship entertainment channel of Star India, the partnership is set to change the consumer perception towards cars from being a utilitarian product to one that offers enhanced lifestyle.

The show goes on air on Sunday, 13 March at 8.00 pm.

 
 
Star India CEO Peter Mukerjea said,"Toyota and Star share a very strong global relationship, which has now been extended to India. Through this partnership, Toyota Innova is being launched with a glamorous television event on the channel. The launch of this trendy and innovative driving machine on Star Plus is a confirmation of the belief that the Indian automobile market is ready for global products and Star India is proud and keen to be associated with this category creator for the Indian market."

 
 
Through this unique launch along with the television event, Innova Stars Ki Dhoom, the objective is to ensure that viewers make an immediate connect with the product.