MxMIndia

Tag: Tata Motors

  • The main objective of the campaign was to highlight the first-in-segment multi-drive feature of Bolt

    FCB Ulka highlights multiple features of Bolt through a series of campaigns

    By A Correspondent

     

    FCB Ulka has conceptualised a series of ads for Tata Motors’ newest hatchback offering -Bolt. The main objective of the campaign was to highlight the first-in-segment multi-drive feature of Bolt. This unique feature allows one to shift between different driving modes of Sport, City and Eco – at the touch of a button.

     

    The ads show a mix of sequences of people in the Bolt – a gang of friends who are running late for a match, a family which decides to switch to Eco mode as they don’t need to tank up for a long drive, an independent minded lady on her way to the airport to pick her partner, colleagues who have had a long week and want to go on an enjoyable drive, a young father taking his children for ice cream, and a classic wedding situation. All the situations were shot around the country to connect with pan-India audience, and were strung together by a modern and youthful jingle.

     

    The TVCs are being aired across GECs, news, niche and regional channels. They are also supported by print, radio and digital media.

     

    Commenting on the campaign, Delna Avari, Head – Marketing Communications, Passenger Vehicles, Tata Motors said, “The Bolt is an exciting hatch from Tata Motors. This is India’s first hatch to offer a Multi-Drive mode experience. We wanted to play up on this core offering. We wanted the music to be peppy, which goes with the Sportiness of Bolt. The brief to the agency was to create a simple yet impactful ad which captures the spirit of the young Indian consumer. We are delighted that FCB Ulka has delivered a strong communication through this ad campaign. We have seen a positive, good response for the Bolt.”

     

    Haresh Moorjani, Executive Creative Director, FCB Ulka said, “In the hatchback segment, the Bolt is truly a trendsetter. Besides great looks and new age connectivity options, the one feature that sets it apart is the multi-drive. So we single-mindedly created a series of commercials around this feature with a track that brought alive multi-drive in a memorable manner. Capturing a young lifestyle that is in a state of constant change – from a surge of power to the joy of a long drive”.

     

    The task was to bring ‘multi-drive’ alive through real-life situations where a person might need a burst of power or better mileage.

     

  • Presenting sponsor tie-up with the GEC assures Tata Motors visibility beyond the 30-sec commercials

    Tata Motors cars to be integrated in ’24’ as part of sponsorship deal with Colors

    By A Correspondent

     

    If you find only Tata Motors vehicles on the Indian version of ’24’, there’s reason. As part of its association as presenting sponsor, Tata vehicles will be integrated in the the Indian adapatation of the acclaimed American series 24 to be aired on Colors soon.

     

    Commenting on the partnership, Raj Nayak, CEO – Colors said, “Our collaboration with Tata Motors  it takes brand partnerships to another level — beyond the conventional 30-second commercials. For the first time, we have effectively integrated the Tata Motors brands with the narrative of 24. The show is all about Anil Kapoor’s race against time and how he is powered by sturdy Tata Cars and UVs.”

     

    Raj Nayak

    Elaborating on the association,  Ranjit Yadav, President, Passenger Vehicles Business Unit, Tata Motors Ltd, said, “With this association, Tata Motors showcases itself as a creative and innovative brand that always places its customers at the core of its existence. This association with 24 offers us an exciting platform to demonstrate the true capability of our dynamic cars, which deliver performance and come with technology rich features.”

     

    Said Anil Kapoor, who essays the role of Jai Singh Rathod, “In the show, I will be driving Tata Motors’ dynamic and exciting vehicles in my adventurous quests across terrains to tackle various security threats. This kind of seamless thinking at every stage of the making of 24 is what enables us to deliver a one-of-a-kind experience to Indian viewers.”

     

    It is learnt that parts of the Indian ’24’ which is being directed by Delhi Belly director and well-known adfilm-maker Abhinay Deo, were reshot after the deal with Tata Motors was inked to enable the integration.

     

  • Behind every great commercial is super strategy. Every week, MxMIndia will bring you the brief and the strat as given by the client and whatever else that went into creating a winning ad.

    AdStrat: Tata Manza – a class apart

    Kartik Smetacek, Creative Director, Draftfcb Ulka

     

    Name of the Campaign/Ad: Tata Manza – Membership is open.

     

    The Brief: The brief was to bring the exclusive image of Manza and showcase how the sedan is ultimate in luxury and elevates overall driving experience.

     

    Research insights: Taking forward its luxurious lineage, the new Manza has been positioned as ‘The Club Class Sedan’, to build brand aspiration and elevate the sedan as the ultimate in style and luxury.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=I2HPjnTIWPo[/youtube]

    The thought process behind the creative: The new Manza seeks to occupy the polestar position in its category. So while the task was to announce the new news, it was also to clearly, unambiguously move the Manza to its stated new positioning – the club class sedan.

     

    Media vehicles chosen: Ranging from popular television channels, to print, outdoor and online, the 360-degree campaign endeavours to maximize the experience of Club Class at various touchpoints.

     

    Key issues kept in mind while executing the ad: The TV campaign created by Draftfcb Ulka shows a young couple inside a club and draws a parallel between the experiences of an elite club with that of the new Manza. The analogy brings alive the new Manza’s contemporary styling, its tastefully designed interiors and advanced features, truly befitting the title of Club Class.

     

    What is the differentiating factor about the ad? The simplicity with which it conveys the proposition of owning a new Manza and the enhanced experience that it provides.

     

    Client comment: Virat Khullar, Head – Sedan Product Group, Tata Motors,said, “The new Manza has been designed to meet the needs of the discerning customer. With the addition of class leading features like the first-in-class Touchscreen Multimedia Navigation with in-built GPS, Fully Automatic Climate Control and premium Italian Leather Upholstery as well as a host of exterior changes, there was a need to communicate how the new Manza enhances your overall experience and sets a new precedent for sedans in its class.”

     

  • The offline study conducted by Nielsen on behalf of Google India at car showrooms in eight metros revealed that one in two car buyers conducted research online

    Internet influences over 50% car buyers: Google

    By A Correspondent

     

    If you are planning to buy a car, who will you go to for advice? The Internet…family… a car expert? Various people choose various options, but according to a study done by Google India, with over 120 million Indian Internet users, the Internet plays an important role in influencing the decision-making process of India’s growing number of car buyers.

     

    The offline study conducted by Nielsen on behalf of Google India at car showrooms in eight metros (NCR, Mumbai, Pune, Chennai, Bangalore, Kolkata, Ahmedabad and Kochi) revealed that one in two car buyers conducted research online before arriving at the dealership. The survey also revealed that of those who had researched about their purchase options online, over 50 per cent changed their choice of car brands after uncovering new information on the web.

     

    Speaking about the study, Rajan Anandan, vice president & managing director, Google India, said: “This offline study substantiates the growing number of auto-related searches we’ve seen on Google Search inIndia. Auto is among the fastest growing vertical in terms of query volumes on Google. Most OEMs have not yet tapped the full potential of the digital medium and we hope this study will help them to understand and engage the Indian consumer online.”

     

    Respondents reported that they used the web to research and compare prices, watch online videos, find images, do competitive analysis, find dealer contacts and read both expert and user reviews. Most car buyers also rated OEMs website as the most important and trustworthy source of information. Of the 50 per cent respondents who went online, 42 per cent said they used search engine as the first source of information, just behind the opinions of friends and relatives’ (47 per cent).

     

    However, the auto-makers aren’t affected by the study. Abhishek Gupta, former brand manager at Maruti Suzuki India Limited and business head – North at RPS consulting said that  people might go online for research but final decision depends on what family and friends recommend. “One goes online to get a basic understanding. He might read blogs, reviews or comments to get others point of view but will buy a car which he aspires to purchase or what people close to him tell him to.”

     

    Voicing the same opinion, a marketing head at the leading Japanese car manufacturer, said: “Maybe Google is correct or maybe they are not. But it’s a fact that one needs to go to a showroom to get a feel and look of the various cars s/he has shortlisted before zeroing in on one.”

     

    The research was conducted outside the car showrooms of India’s leading OEMs namely: Maruti, Tata Motors, Ford, Chevrolet, Hyundai, Honda & VW. The total sample size for the research was 2,791 respondents. Out of which 93 per cent were males, with 75 per cent of the respondents in the age group of 25-44.

     

  • Tata Motors' main aim behind this campaign is to make both personal and commercial segment consumers aware that there is an all-new Sumo variant (Sumo Gold) with a new, powerful CR4 engine.

    DDB Mudra Max OOH takes Tata Sumo Gold pan India

    By A Correspondent

     

    DDB Mudra Max OOH carried a pan-India Out of Home (OOH) campaign for Tata Motors latest car- Tata Sumo Gold. The out of home campaign had commenced on February 28, 2012 and will conclude by the end of March, 2012. While the creative message of the campaign was ‘The Most Powerful Engine Ever’, its target audience are SEC A, B, those in the early 30s and living in the semi-urban and rural areas. The OOH campaign for Tata Sumo Gold is a pan India campaign spread over 200 plus markets. The OOH media vehicles used in each city were – Bill Boards, Unipoles, WallWraps, Walls for Paintings and BQSs.

     

    According to the brief from Tata Motors, the main aim behind launching this campaign is to make both personal and commercial segment consumers aware that there is an-all new Sumo variant (Sumo Gold) with a new, powerful CR4 engine. It allows Sumo Gold to take on different (rough and tough) terrain with ease.

     

    Since most of Tata Sumo’s TG is said to live in the semi-urban centres and that they mainly travel to outside the city to work, one of the strategies was to project Tata Sumo Gold as the vehicle that is adaptable to all kinds of roads and any circumstances. Hence whether it is travelling through difficult and bad roads, small lanes, traffic jams bad patches and other extreme situations, Tata Sumo Gold helps one travel with ease.

     

     

    Locations such as major entry and exit points, national highways, railway stations, religious destinations, bus stands, taxi stands etc were incorporated so as to reach the potential customers at all possible touch-points. For markets where OOH options were not available, Wall-Wraps and Wall painting were done to increase the reach. Cut-outs and LEDs were also installed in various markets to further enhance the appeal of the campaign.

     

    Ashesh Dhar, Head-Utility Product Group, Tata Motors said, “The new Tata Sumo Gold is a result of extensive consumer studies and field tests. The product has been designed to fulfill various requirements, long-awaited by the new generation customer. At the heart of every Tata Sumo Gold, lies a growling engine that thumps out vicious power. The Tata Sumo Gold goes a step ahead in putting the reins of power in the customer’s hands that suits his driving experience, delivering the best-in-class acceleration, power and an excellent torque aided pick-up and pull power. To communicate this message, DDB MudraMax OOH really helped in reaching out to the nooks and corners of the country with the traditional and unconventional outdoor spread.”

     

    Arun Rogha

    Arun Rogha, Group Account Director, DDB MudraMax OOH said, “It was a daunting task to execute a campaign of such a magnitude. While ensuring the optimum geographic spread we all had to take care of the intensity in each market. Strict Roll out schedule along with streamlined logistics helped us keep a check on the timelines. We had to live upto the benchmarks set by the previous launches of Tata Aria and Tata Sumo Grande. Tata Sumo Gold launch was more important considering the TG we had to reach to, throughout the country.”

     

    Adille J Sumariwalla, Head, DDB MudraMax OOH said, “Tata Motors have been the pioneers in the UV market in India. With the launch of the new Sumo Gold, we had to effectively communicate the new features and powerful engine, the car comes with. To effectively reinforce the message we had planned the media at important consumer touch points. Creative and Medium led innovations were also executed in important markets to break away from the clutter.”