Tata Motors creates a campaign to celebrate Ramadan to spread message of hope during the holy month of Ramzan and overcoming barriers in uncertain times. The campaign was created by Ogilvy India.
Said Sukesh Nayak, Chief Creative Officer- Ogilvy India: “When we step forward to do good, we inspire others. This is a human story that compels us to look beyond the social order, to make this world a happier place with small acts of kindness towards one another.”
Added Rudrarup Maitra, Vice President – International Business, Tata Motors Commercial Vehicles: “Ramadan is an important period for Tata Motors customers worldwide, and every year during this auspicious period, Tata Motors shares a beautiful message on the human spirit that binds us all together and connects us through our aspirations. This year, Tata Motors celebrates this everlasting human spirit of helping and inspiring each other through this beautiful film and shows that the spirit of Ramzan is experienced best when it is celebrated together. Wishing everyone a blessed Ramzan!”
With an aim to take the brand acceptability and recall to the next level, Tata Motors recently launched new variant for the Tata Xenon in Tunisia. Through this campaign, the brand aims to take the customers on a journey of an Indian brand infused with the spirit of patriotism that reflects their desire to take their country ahead.
Speaking on the initiative, Rudrarup Maitra, Head, International Business, Commercial Vehicles, Tata Motors said: “We introduced Tata Xenon in Tunisia in 2016 and in a short span of time, Tata Xenon managed to become a significant player with its sheer performance. This was an important milestone for an Indian automotive brand, in a market with strong foothold of Japanese and European brands. In order to further drive our growth, we needed to support the brand with communication, which was both culturally and locally relevant as well as engaging for the Tunisian customer. We embarked on a customer immersion journey wherein we mined many deep customer insights. The extensive research surfaced a strong need of self-reliance amongst the customers and the need to be tough to be able to strive towards better life. We also realized that the Tunisian National Anthem resonates with the essence of what the Tata Xenon brand stands for. This gave birth to “Only the tough can” campaign, which is a result of the hard work put in by marketing team, our agency partners and our distributor partner Le Moteur. Our primary closed group research has shown that the campaign is being received well and is managing to create the emotional connect we had hoped for. We are very excited to take it ahead as a full-fledged campaign across TV, outdoor and digital.”
Added Siddhant Lahiri, Strategic Planning Head, Rediffusion Mumbai: “The revolution of 2011 changed Tunisia. It is a country recovering from a tumultuous past. It is a country trying to boost its economy after a severe civil uprising. The market is nascent yet ridden with strong Japanese, European & Chinese brands when it comes to automobiles. Therefore, marketing high value products is a challenge in the country, especially commercial vehicles. Hence, it was essential to connect this vehicle with an intrinsic cultural truth – otherwise this would remain yet another launch. While jobs are few, competition is huge and as a result Tunisians are more inclined towards self-reliance. It is a nation of entrepreneurs – self-starters who refuse to take no for an answer in their quest for a better future. This reflects perfectly on their sentiment towards the country as well: people are deeply patriotic and want to do more for their homeland. Despite the rough circumstances, they consider it their responsibility to help their country – they want to rise up for their country’s might and drive it towards a glorious future. They call themselves “the defenders of their Homeland.”
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By A Correspondent
What does an auto major do to sell what it calls its ‘World-Smart Truck’? Take it on the roads across the world? Impossible. Send glossy brochures to prospective customers? Naah. Enter technology, and here’s an easy tool deployed by the folks at the commercial vehicles division of Tata Motors to give potential buyers an experience of the real thing. Well, almost.
Enter Virtual Reality or VR, the ‘Formidable 4’ campaign brings out Tata Prima’s versatility across different applications in an “immersive fashionâ€.
Tata Motors commissioned its digital agency Ogilvy Digital on the job with a clear mandate to let people experience the versatility of the vehicle. The brief given, a global hunt started for the best possible VR film-maker. In came Sandeep (Kamal) Kamalasanan who is regarded as one of India’s best VFX and hybrid media specialist. Kamal interestingly started off as an artist in Udaipur before taking the leap into computer-aided art. And the rest, as they say, is history.
George Kovoor
The leadership team on the project at Ogilvy Digital – George Kovoor – Group Creative Director, Ogilvy Mumbai and Namrata Keswani – Head of Digital Domain, Ogilvy Mumbai facilitated an exclusive look at the hybrid films and here’s what they had to say. Kovoor: “The Tata Prima is the flagship brand of the Tata Motors fleet of commercial vehicles. Tata Motors wanted to showcase its technological prowess in an international market dominated by giants like Mercedes, Volvo and Mitsubishi. We took that as a challenge and created a first of its kind experience that intersects experiential technology and storytelling. “The Formidable 4†is a unique hybrid VR film that seamlessly merges virtual reality with I-max technology, graphic animations and interactivity to literally take you into the future of test drives. I would like to commend the client for partnering with us on a project of this magnitude and scale. I would also like to thank Sandeep Kamal, one of the finest VR film directors in India, who turned our vision into a magical reality.†And Keswani: The hybrid film gives an opportunity to customers and patrons of automobiles in general to virtually experience trucking on varied terrains which include – a racing track, a mountain pass, a mine and a highway. While traversing through these four terrains, one also gets a sense of how challenging it is to tread on them and learn the technological prowess of the Tata Prima at play.â€
Namrata Keswani
Both Keswani and Kovoorard delighted at the results that the film has produced. The film was released in November and has done the rounds, though it was shown to the media only last week. Keswani is quick to say that the film isn’t a replacement for test drives. When asked how much time it took to get the film ready – from brief to delivery, Kovoor said two months. Two years, we asked. No, two months, he said emphatically. “We’ve been working with Tata Motors since late 2016 and we understand the client and its products well. The film was shot entirely in Rajasthan and the outskirts of New Delhi.
And did it mean that their client had to shell out millions to produce the film. Keswani clarified that it’s possible as much as a regular TVC. And what’s more, given the way it has been produced, we can add on modules without having to
Rudrarup Maitra
We missed meeting Rudrarup Maitra - Head – International Business, Commercial Vehicles, Tata Motors, but here’s what he had to say in a communique:“The Tata Prima – Formidable 4 is a unique journey which helps us communicate to our prospective and existing customers. It redefines the way we demonstrate the versatility of the Tata Prima platform and the benefits of the Tata Prima’s technological prowess.Since the roll out of the film in November, we have been taking our fleet customers and key stakeholders through this VR experience. The experience has been able to generate excitement around Tata Prima across relevant audience and increase its
If the Ogilvy Digital films produce the desired results for Tata Motors, it’s surely going to be goodbye to PPTs and flipbook-based sales meetings.
What does an auto major do to sell what it calls its ‘World-Smart Truck’? Take it on the roads across the world? Impossible. Send glossy brochures to prospective customers? Naah. Enter technology, and here’s an easy tool deployed by the folks at the commercial vehicles division of Tata Motors to give potential buyers an experience of the real thing. Well, almost.
