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Tag: Vivek Srivatsa

  • With tagline Reclaim Your Life and unfollow the calendar

    Ogilvy creates film for new Tata Safari

    By Our Staff

    Tata Motors has launched an advertising campaign for its premium flagship SUV, Safari.  The new Tata Safari film, Reclaim Your Life, is conceptualised by Ogilvy Mumbai and seeks to inspire people to break free and live life on their own terms. It has a media mix of over 50 TV channels and a huge print and OOH coverage.

    Said Vivek Srivatsa, Head Marketing – Passenger cars: “Safari has always enjoyed an iconic status. With the new launch the challenge for communication was to raise the bar even higher, while refreshing the Reclaim your life theme to bring it in sync to the current times. Ogilvy has managed to do it beautifully in terms of storytelling and also in the way Safari has been integrated in the story.”

    Added Saurabh Kulkarni, Group Creative Director, Ogilvy Mumbai: “Working on the new ‘Reclaim your life’ campaign was a big, big deal since the brand and the ad that launched it have something of a cult following. A lot has changed since then, though, including the consumer. Now, we’re talking to somebody who’s older, who’s confined, not by the Monday to Friday routine, but by their own mindset which says that there’s something called Monday. The client was clear from the start that the ad shouldn’t be about showcasing features but rather telling a story. So, we told the story of a guy who breaks free of this construct of a calendar in his mind and reclaims his life.”

     

     

  • 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.”

     

     

  • 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.”

     

     

  • 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.”

     

     

  • 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.”

  • Through this campaign, Tata Motors has strategized to aggressively increase awareness of the Nexon in the country

    Tata Nexon embarks on a Star Wars adventure in India

    By A Correspondent

     

    Tata Motors announced the Tata Nexon association with Disney India ahead of the theatrical release of its awaited Lucas Film Star Wars: The Last Jedi.

     

    Said Vivek Srivatsa – Head – Marketing, PVBU, Tata Motors: “We are very excited to associate the Tata Nexon with the Star Wars brand which is a huge franchise globally. Nexon has been one of the most talked about recently, just like the ‘The Last Jedi’ has been for the movie buffs.”

     

    Under this association, the two brands will collaborate across various platforms, from test drives to showrooms to the Nexon Skills Arena.

     

     

  • Tata Hexa becomes the first UV in India to tow a Boeing 737-800 aircraft

    Platinum Outdoor shows might of Tata Hexa

    By A Correspondent

     

    After the high decibel launch of the Hexa, Platinum Outdoor and Tata Motors curated a special stunt to add to the blitz. The Tata Hexa towed a Boeing 737-800 aircraft weighing 42 tonnes at the Delhi airstrip.

     

    Commenting on the feat, Vivek Srivatsa, Head of Marketing, Passenger Vehicle Business Unit, Tata Motors, said, “We are delighted to have completed this remarkable challenge with our newly launched Hexa. This is the first time in India that a vehicle has towed a significant mass, creating a national record.”

     

    Said Dipankar Sanyal, CEO, Platinum Outdoor: “We always aim to come up with innovative executions for all Tata Motors brands and we are very excited with this latest one which also highlights the features of the car.”

     

  • The launch campaign is planned in two phases spread over 22 cities

    Platinum Outdoor launches Tata’s Hexa with a Bang

     

     

    Madison World’s Outdoor unit, Platinum Outdoor has recently launched Tata’s new SUV HEXA in Outdoor with a big bang. The launch campaign is planned in two phases spread over 22 cities.

    To highlight the innovative features of the car, the strategy was to have a high impactful campaign in OOH using various innovations.

    According to VivekSrivatsa, Head- Marketing, Passenger Vehicle Business Unit, Tata Motors, “The HEXA is a car suitable for all lifestyle needs and our partner Madison Platinum OOH has been successful in conveying these brand attributes. The Outdoor campaign with an LED acrylic logo and the installation of an actual six foot tall SUV has helped garner excitement with its high impact and good visibility. Our focus is on increasing brand effectiveness and with the combination of innovative campaigns and with the expertise of our partner, we are sure to stir up the outdoor space with impactful visual branding.”

    SaidDipankarSanyal, CEO, Platinum Outdoor, “We continue to drive innovations for all Tata Motors brands in OOH and are really excited with this new launch of Hexa.”