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Percept OOH turbo-charges Tata Manza, Indica Vista 90 OOH drive
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Bhawana Shekhawat   
Wednesday, 23 February 2011 09:00 (IST)
High visibility, high impact campaigns delivered for both brandsNEW DELHI: Car majors have a great affinity to the outdoor for the big impact that the medium delivers. It is often the looming outdoor display that influences a consumer on-the-go to think about a particular car model. Tata Motors has used the outdoor to promote its different auto models quite successfully. Taking one step further in this direction, the company launched two separate campaigns, one for its new and improved sedan Indigo Manza and the other for its hatchback Indica Vista 90. The two campaigns have been executed in the major and mini metros with Percept Out-of-Home (OOH) as the outdoor partner.

Premium display bearing the campaign creative Tata Motors briefed the OOH firm to deploy the campaign in key congregation points and high traffic zones such as markets, malls, traffic junctions, etc. In terms of display, elevated and high visible large formats like hoardings and mall facades were preferred.

Wide format, straddling visibility & exposure While the campaign for Tata Manza was launched for a period of two and a half months beginning January 15, the one for Indica Vista 90 was rolled out for two months beginning January 1.

This one is for the 'Powerful' Vista The Tata Manza campaign has been executed in cities such as Mumbai, Delhi, Kolkata, Bangalore, Chennai, Hyderabad, Chandigarh and Ahmedabad, while the Indica Vista 90 campaign covered mainly Mumbai, Delhi, Chennai, Chandigarh, Kolkata, Bangalore, Hyderabad, Pune and Ahmedabad.

Rajneesh BahlCommenting on the Tata Manza campaign, Rajneesh Bahl, business head, outdoor, Percept OOH, said, “A proper media mix which takes into consideration travel pattern of the target audience was the approach taken for planning for the ‘new improved Manza’”.

Building visibility at night through frontlit display He added that a “quick turnaround by the team ensured that the campaign execution was on time as per committed deadlines.”

Mobile van mounted displays used to great effect On the campaign for Indica Vista 90, Bahl said, “It is a matter of pride to be associated with Tata Motors for the launch of new Vista 90 hatchback. The strategy was to handpick hoardings targeting the right audience across all metros. Eye level placements enhance exposure This was different from the quantitative hoarding approach, thereby rationalising the budget to deliver the set objective. This is where Percept’s planning brilliance came to the fore.”

Towering, premium, building brand stature Percept OOH has thus steered both Tata Motors models through the clutter into the fast lane.
 
 


 
 
 
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