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Taking its marketing strategy to the next level, Tata Motors continues to create compelling communication campaigns By Arpan Jennifer Vimaltata

After an exciting year of aggressive and highly engaging marketing campaigns for its new generation products like Zest, Bolt and GenX Nano, Tata Motors is all set to make huge strides in marketing its new product line-up, inspired by its Horizonext strategy. The Company has signed-up the football player star, 4 consecutive times Best Player of the World, Lionel Messi, in a long-term association as it global brand ambassador to promote and endorse its passenger vehicles, globally. To start with, Tata Motors first rolled-out the association campaign, #madeofgreat, starring Lionel Messi.

This is the first time ever that the passenger vehicle business is undertaking an overall brand association campaign with a brand ambassador. The campaign is based on consumer insight and rides on a strong consumer motivation of ‘Seeking Excellence’ and ‘Self Belief’ which is epitomized by the confl uence of two global brands- Tata Motors and Lionel Messi. The core idea of this campaign – Made of Great emerges from the inspiring thought of ‘What drives us from within is what makes us great’. The company will also soon launch an exclusive, limited edition merchandising range of this association. The association comes at a time when the passenger vehicle business is witnessing month-on-month growth on the back of recently launched cars which are leading the recovery for the business.

THE COMPANY HAS EVOLVED AS AN AGGRESSIVE MARKETER WITH ITS GO-TO-MARKET STRATEGY

The first campaign, #madeofgreat is hinged on the company’s philosophy of providing best-in-class innovations in the passenger vehicles segment with a combination of stunning design, thrilling performance and exciting new technologies. The campaign builds upon Tata Motors’ DNA of trust, authenticity, reliability, simplicity, as well as its commitment to innovation. This campaign has been conceptualized by Tata Motors and Soho Square Advertising and Marketing Communications.

It has been directed by Daniel Ben Mayor and fi lmed by team of international experts in Barcelona. Wizcraft is bringing this campaign alive on-ground, while DigitasLBi and SMG Convonix are seeding it across the digital platform, with Lodestar UM spearheading the media strategy.

Adding to this, Tata Motors came up with an innovative digital and on-ground campaign ‘Fantastico’ to create buzz about the name of its new car – the yet-to-be launched Zica. Spread across four metros – Mumbai, Delhi, Bangalore and Kolkata – the campaign invited fans to collectively unveil the name through a series of strategically placed clues around each city.

As part of the #Fantastico Hunt, fans were sent around the city, until they arrived at the fi nal destination where the hidden letter stood. On ground, volunteers and supporters from the brand helped kick things off. From trendy spots like Mumbai’s first Starbucks that Featured as the place that are “World-famous for its #Fantastico Pumpkin Spice Latte”, to Delhi’s best haunts at Hauz Khas Village, the hunt had fans searching across the cities till they discovered the letter. Each hidden letter formed the name of the yet-to-be launched car. While some fans stayed glued to their screens cracking clues and awaiting updates, others swarmed the streets to fi nd the next destination – a collective effort that ended with fans capturing selfi es with their city’s letter glistening in the background at popular city spots.

Tata Motors has bagged over 51 awards for its innovative marketing campaigns, in the last fi scal year. The Company has evolved as an aggressive marketer with its go-to-market strategy and innovative consumer engagement plans. Taking its marketing strategy to the next level, Tata Motors continues to create compelling communication campaigns for the business and its brands to connect with its customers innovatively.

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