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Broadview Mediacom turns spotlight on fuel efficiency of Tata Indigo e-CS
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Neha Nagpal   
Friday, 24 September 2010 09:00 (IST)
The brand, featured & presented in full splendour NEW DELHI: Fuel efficiency is the name of the game in the mid-car segment. Rising fuel costs are inducing car buyers to look at models that guarantee higher fuel efficiency. Seizing the opportunity, Tata Motors has quite literally gone to town to project the high fuel efficiency of its new sedan Tata Indigo e-CS.

Mainly large formats used to build impact To build a powerful outdoor presence for the newly launched sedan, Tata Motors vested the OOH duties with Broadview Mediacom. The one-month campaign was subsequently rolled out on September 15 covering 23 cities across the country.

Commenting on the campaign, Sudipta Suri, manager brand, Indigo, Tata Motors, told network2media, “The idea behind the campaign was to build a high impact campaign for Tata Motors highlighting the fuel efficiency of Indigo e-CS. The objectives were to increase the brand salience and create awareness about India’s most fuel-efficient sedan.”

Gautam Chadha A display bearing the campaign creative Talking about the campaign execution, Gautam Chadha, managing director, Broadview Mediacom, said, “The campaign is aimed at creating a buzz around the fuel efficiency of Indigo e-CS. The client wanted us to highlight this aspect. So we planned the campaign with displays at strategic and premium locations to maximise visibility and create awareness about the fuel efficiency of the sedan.” Broadview Mediacom has mainly used large format media for the campaign.

Highlighting brand USP through strategic display deployment The campaign highlights the key features of the sedan including the information that the model has a fuel efficiency of 23 km/litre, certified by the Automotive Research Association of India (ARAI). Both the petrol and diesel variants meet the norms of Bharat Stage IV emission standards.
 
 
 
 
 
 

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