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Tag: Tata Motors

  • Conceptualised by Rediffusion, the TVC is on air in Tunisia along with a full-fledged outdoor & digital plan to promote this new brand message across Tunisia

    Rediff evokes patriotic fever amongst Tunisians in Xenon ad film

    By A Correspondent

     

    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.”

     

     

  • Signs Bollywood talent Fatima Sana Sheikh and Siddhant Chaturvedi as the face for their new campaign

    Tata Motors announces its upcoming Harrier VIVO IPL ad campaign

    By A Correspondent

     

    Tata Motors has announced a TV campaign comprising a mini series of TV ads, that hinges on the story of ‘Love At First Drive’.

     

    Tapping on the pan India following of the IPL, this campaign will be advertised across the Star Sports network of 21 channels to ensure the brand resonates with the audiences across the country. Conceived by 82.5 Communications, the films for the TVCs have been produced by Storytellers.

     

    Commenting on the campaign, Vivek Srivatsa, Head – Marketing, Passenger Vehicles Business Unit, Tata Motors, said: “The first year of our association with the IPL proved to be a game changer for our much celebrated, compact SUV, the Tata Nexon which won many hearts and is now one of the leading players in its segment. We are confident that the 12th season of the IPL will be much bigger in terms of viewership and spectators at the stadiums. Through the ‘Love at First Drive’ campaign for the Harrier, we want to capture the audience’s attention in a manner that is both clutter breaking and eye-catching. Furthermore, Siddhant and Fatima embody the spirit of the Harrier and lend their individual style and appeal to the campaign. We are confident that the TVCs will project the right imagery for the Harrier and will help the brand to capture the imagination of a billion plus audience, just like the IPL itself.”

     

    Speaking on this campaign, Anuraag Khandelwal, ECD, 82.5 Communications said: “The Harrier is one outstanding SUV. We wanted to do something disruptive. Not only in the category but across categories. So, we came from a simple observation, that when one saw the Harrier, one fell in love with it. More so after test-driving it! Hence the idea #LoveAtFirstDrive.”

     

     

  • The recently launched Harrier will leverage the IPL platform to showcase the SUV

    Tata Motors’ Harrier to be lead brand for IPL19

    By A Correspondent

     

    The Board of Control for Cricket in India (BCCI) announced that IPL Official Partner Tata Motors will promote their newly launched SUV – Harrier as the lead brand for the Vivo Indian Premier League 2019 (IPL19). The recently launched Harrier will leverage the IPL19 platform to showcase the SUV, engage fans and deliver memorable experiences to them.

     

    Speaking on the development, Amitabh Choudhary, Acting Honorary Secretary BCCI, said: “We are excited to continue our partnership with TATA Motors and have their newly launched SUV, Harrier, as the Official Partner of the IPL19. Harrier’s exhilarating performance is very akin to the muscle that players put in to have the highest batting strike rate and win the Harrier Super Striker Award every match and for the season. We look forward to delivering great exposure to both the Harrier brand as well as Tata Motors.”

     

    Added Mayank Pareek, President Passenger Vehicle Business Unit, Tata Motors: “After a successful association last year, it is only fitting for Tata Motors that our premium SUV, Harrier, should be the Official Partner of one of the biggest sporting events across the World. Born of legendary pedigree, the Harrier has received a phenomenal response from customers across India. Much like the IPL, which is one of the most iconic global cricketing events, and is widely celebrated as a platform for budding talent and international cricket legends, the Harrier too is known for its exhilarating performance and exciting drive. We have elaborate plans to capture the audience’s attention in-stadia, on-air and across digital platforms, and hope to drive tremendous value from this association yet again.”

     

     

  • A new and refreshing video created for the Tiago, exclusively for digital platforms

    Tata Motors and WATConsult unveil ‘Apni Hatchback’

    By A Correspondent

     

    Tata Motors in collaboration with WatConsult has unveiled a new music video titled ‘Apni Hatchback’ for the brand’s bestselling hatchback – the Tiago.

     

    Released across Tata Motors’ digital platforms, the video leverages the growing acceptance and popularity of the rap music culture in the country and is an ode to the Tata Tiago community. The music video is conceptualised and executed by WatConsult, the digital media partner for Tata Motors’ Passenger Vehicle business.

     

    Speaking on the same, Vivek Srivatsa, Head – Marketing, Passenger Vehicle Business Unit, Tata Motors said: “Raising a toast to all our Tiago customers, we are elated to launch this music video – ‘Apni Hatchback’. The video has been made keeping in mind our consumers, who are young, cool and fun loving. The Tiago has been one of our bestselling brands and we plan to continue leveraging newer trends and keep engaging with our audience in innovative ways. We are confident that our customers will shower as much love upon this video as they have on our product.”

     

    Added Rajiv Dingra, Founder and CEO, WATConsult: “Tata Motors in the last few years has been consistently innovating, not only in terms of bringing world-class vehicles on the road but also banking on the power of digital to deliver dynamic and unique communication through regular interventions. This music video is yet another shining example of how the brand has leveraged popular culture to create distinctive digital content.”

     

     

  • The contest recognizes and rewards the truck drivers as they share photos from their travel experiences

    Truck drivers turn artists for Tata Motors’ ‘Photo OK Please’ contest

    By A Correspondent

     

    Tata Motors has unveiled a contest titled ‘Photo OK Please’ to reach out to the trucking community and recognise the fun side to their trucking life.

     

    Said UT Ramprasad, Head Marketing Communications, CVBU, Tata Motors: “At Tata Motors, we are constantly churning unique ways to positively impact the lives of our most important stakeholders, the truck drivers. ‘Photo OK Please’ is meant to be a platform for the drivers to engage with a wider audience and share their experiences on the social media. We hope this contest will reveal the lesser known aspect of a truck driver’s life and inspire the youth to consider it as a viable career option. The campaign has received very encouraging response so far and we look forward to all the wonderful entries still to come.”

     

    The first phase of the year-long campaign ends on March 30 which will be followed by the final winner selection in the first week of April.

     

     

  • Conceptualized by Rediffusion, the campaign celebrates Tata Motors association with the Wrestling and Kabbadi Champions

    Tata Motors campaign salutes ‘Desh ke Champions’

    By A Correspondent

     

    Tata Motors has launched its latest film, ‘Desh Ke Truck’, that establishes the company’s vast range of commercial vehicles as an integral part of a sportsperson’s quest for perfection followed by success.

     

    Said UT Ramprasad, Head-Marketing Communications – CVBU at the auto major: “Tata Motors is the archetype trucking brand of India. It is truly the ‘Desh ke Truck’. And while for decades it has played a crucial role in ensuring the victory of the Indian economy, it was time it helped the country win in other fields of play too!  Tata Motors Commercial Vehicle’s association with sports is our acknowledgment of the undeniable and unstoppable ‘sportification’ of India. Trucking is made of ‘sterner stuff’, and so are champions!” said UT Ramprasad, Head- Marketing Communications, CVBU, Tata Motors.

     

    Added Pramod Sharma – Executive Creative Director, Rediffusion: “Tata Commercial Vehicles are the lifeline of India. Apart from goods, they carry emotions with them as well – be it Ganesha idols or sports felicitation processions, they are the heartbeat of India. Our idea stemmed from this insight.

     

     

  • Signs 3-year sponsorship deal with PKL as Associate Sponsor

    Tata Motors inks multiyear partnership with Pro Kabaddi League

    By A Correspondent

     

    The Commercial Vehicles Business Unit (CVBU) of Tata Motors announced a three-year long partnership with the Pro Kabaddi League (PKL) as Associate Sponsor, starting this season. Concurrently, Tata Motors will extend their commercial support to Pro Kabaddi franchisee U.P. Yoddha as the principal sponsor for the second consecutive year.

     

    Commenting on this development, Girish Wagh, President – Commercial Vehicle Business Unit, Tata Motors said: “Games like Kabaddi have always been at the forefront to connect with the masses in India exemplifying the energy, the passion and dynamism which the Tata Motors Commercial Vehicle Brand has always been associated with. Kabaddi as a sport is a passion in our hinterland and PKL is elevating the game through high visibility and appeal to the country at large. Commercial Vehicles are the backbone of our economy and in some manner touch everyone’s life on an everyday basis and Kabaddi as a sport is also one for the masses and touches all sections of Society. We are truly delighted to partner with the Pro Kabaddi League franchise and continue our association with the U.P. Yoddha team. We are confident that these associations will reap great benefits in building deeper connections with more natural roots in the heartland of India – something few other sports or marketing events can ever match.”

     

     

  • It is an innovative web film from the POV of a parking lot’s security cameras

    Soho Square releases a humorous film for Tata Motors

    By A Correspondent

     

    Tata Motors and Soho Square (Mumbai), have created a web film from the point of view of a parking lot’s security cameras.  Said Anuraag Khandelwal, ECD, Soho Square: “The film is a smart, clutter breaking and welcome addition to the automotive category. It catches you off guard – you don’t realise it’s an ad till the very end.”

     

     

  • Designed and conceptualised by WatConsult, Tata Motors’ new campaign highlights the emotional values of the customers with the brand

    Hexa celebrates year 1 with #OneWithTheRoad campaign

    By A Correspondent

     

    WatConsult and Tata Motors launched a digital campaign, #OneWithTheRoad to mark the first anniversary celebration of its lifestyle SUV brand, Tata Hexa.

     

    Said Rajiv Dingra, Founder and CEO, WATConsult: “The idea was to get up and close with our customers which would help us tap the one year journey of Hexa. #OneWithTheRoad campaign rightly touched the emotional chords of Hexa’s valuable customers and highlighted a lot memories that they have built with Tata’s Hexa in the year gone by.”

     

    Added Vivek Srivatsa, Head- Marketing, PVBU, Tata Motors: “We are delighted to see the kind of fan following Hexa has seen in a year’s time. It’s attracting new customer profiles who are living the brand and have bonded with it. To show this strong bond we wanted to roll out a campaign and we were delighted to partner with WatConsult team. The #OneWithTheRoad campaign was a good platform to bring these stories alive. It was fun, engaging and owners were also gratified with customised badges for their Hexa, a name they would like to give their car. A truly integrated brand campaign.”

     

     

  • The 120 Media Collective’s digital agency creates impact with multi-part branded content series to reinforce the brand’s corporate philosophy

    Tata Motors connects with Jack in the Box Worldwide to hook up with consumers

     

     

     

    Tata Motors and Jack in the Box Worldwide have created a platform to connect like-minded individuals and bring them together to realise their aspirations.

     

    Said Sujan Roy, Business Head, Passenger Vehicles – International, Tata Motors: “JITB has been one of the key digital agencies that has been working closely with Tata Motors as part of our corporate transformation journey. Our association started with the much-awarded digital campaign leading up to the debut of Racemo, a sports car that announced the new TAMO future mobility solutions vertical at Geneva Motors Show 2017. JITB was the natural choice as a digital partner when we wanted a quick, creative and targeted campaign to publicise our new corporate brand promise – Connecting Aspirations. This time around, JITB conceptualized a multi-episode docu-series that explained what connecting aspirations meant for very different sets of people and how Tata Motors played its role in the fulfilment of their aspirations. We look forward to taking our association with Team JITB further with the next campaign.”

     

    Added Kaizad Pardiwalla, President and Chief Operating Officer, The 120 Media Collective: “It was early 2016 when JITB partnered with Tata Motors in what we believe was the start of an extremely rewarding  journey. The launch of Racemo got an overwhelmingly positive response from both, the audience, and the marketing and communication fraternity. Buoyed by its success, we embarked upon our next journey, a road trip across the country, where we connected people with  similar aspirations and an ambition to deliver social change. The Tata Motors PVIB team headed by Sujan is one of the most digital forward teams we have worked with and we are excited to extend our partnership to a new campaign, which promises to be just as exciting and trailblazing as the earlier ones.”

     

     

  • Omnicom Media Group will set up a new bespoke unit, TATA@OMG, to manage the business

    Omnicom awarded digital duties for Tata Motors Passenger Vehicles

    By A Correspondent

     

    Omnicom Media Group has been awarded the digital mandate for Tata Motors Passenger Vehicles, following a competitive market review that lasted over two months. Omnicom Media Group will set up a new bespoke unit, TATA@OMG, to manage the business under its group leadership team in India.

     

    Speaking on the appointment, Vivek Srivatsa, Head – Marketing at Tata Motors, said: “We have been focusing a lot on our digital marketing, keeping in line with the cars we are launching and the intended TG. We were looking for partners who could walk the talk with us and take our digital marketing to the next level. What the OMG team came up with is very disruptive, adding a new dimension to marketing in the current context as well as the future.”

     

    Commenting on the win, Harish Shriyan, CEO of Omnicom Media Group India, added: “We’re extremely proud to add such an iconic brand like Tata to our client roster. We look forward to working with the team on continuing their momentum through sophisticated communications strategies and driving fresh growth for the brand.”

     

    Added Sudhir Nair, Managing Director of Omnicom Media Group India: “A Tata win is always prestigious and special. And it is especially rewarding to work with a legacy brand in a revival mode. The turnaround story of Tata Motors Passenger Vehicles is phenomenal. We are delighted to partner with them at such an interesting moment in their brand story. We look forward to collaborating with the team on creating some industry/category firsts and setting some benchmarks in automotive advertising.”

  • The auto major commissioned its digital agency Ogilvy Digital on the job with a clear mandate to let people experience the versatility of the vehicle

    AdStrat: Tata Motors goes VR with Ogilvy for Prima global sales

    We are restarting AdStrat, a look at the strategies behind all-new creative campaigns. Interested in featuring, your campaign in AdStrat. Write to editor@mxmindia.com

     

    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 fashion”.

     

    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.”

     

    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.

     

    CREDITS:

    Agency: The Ogilvy Team

     

    Creative:

    George Kovoor- Group Creative Director

    Nitin Kerur- Associate Creative Director

    JiteshRaut- Associate Creative Director

    Yash Kulkarni- Sr. Copywriter

    AjinkyaGhorpade- Visualizer

     

    Account Management:

    Namrata Keswani- Head of Digital Domain

    Sujay Srivastava- Client Servicing Director

    JuhiWadia- Account Executive

     

    Planning:
    Anirban- Sr. VP & Head of Planning

    Aakash Singh- Planning Director