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TATA Indigo eCS launches on-ground activity in 40 Big Bazaar outlets
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Neha Nagpal   
Tuesday, 21 February 2012 09:00 (IST)
The branded promo zone NEW DELHI: TATA Motors, which has always found attention-grabbing ways to market its products, has once again managed to attract customers while promoting its entry level sedan, Tata Indigo eCS. In a bid to take its ‘25 km per litre fuel efficiency’ proposition to the next level, the leading automobile company has launched an on-ground activation for TATA Indigo eCS titled ‘25 nahi to kuch nahi’. For this, the company, alike its promotions for TATA Nano, has once again tied up with Big Bazaar, the chain of super markets from the Future Group.

High visibility through cash counter branding

Keeping the proposition in mind, TATA Indigo eCS has created its exclusive branded promo zones in 40 Big Bazaar outlets across India, consisting of the top 25 offers in the respective Big Bazaar.

Standees deployed for 'surround' branding presence

For execution of this large scale on-ground activity, Indigo eCS has partnered with Future Media, the retail branding and activation arm of the Future Group. The two month long activation, started on February 1 and will continue till March 31, 2012.

Bay breaker branding adds to the exposure

The concept behind the activity is to amplify the TATA Indigo eCS' promise of 25 KMPL that the brand has been advertising in their ATL communications. As the company claims, both TATA Indigo eCS and Big Bazaar share a proposition about maximizing cost efficiency without compromising quality, therefore, this activity is targeted at the high end shoppers who also happen to be target customers for a brand like TATA Indigo eCS.

Speaking on the activity and its association with Big Bazaar, Virat Khullar, assistant GM, car product group, TATA Motors, said,Tata Motors "The customer today is looking for efficiency in whatever he does. Whether it is filling fuel in his car or buying groceries. TATA Indigo eCS, which is India's most fuel efficient sedan (with an astounding mileage of 25 KMPL) is happy to partner with Big Bazaar for spreading this message of efficiency."

Vijay KoshyExpressing further, Vijay Koshy, national sales head, Future Media, said, “We are extremely delighted to be associated with the 'TATA Indigo eCS 25 ka tadka' activity across Big Bazaars. We have had a long and fruitful relationship with TATA Motors and feel privileged to work with such a prestigious brand. Big Bazaar and TATA Indigo eCS share a common proposition of quality coupled with maximum cost efficiency.”

Danglers to aid the 'Surround' visibility

Apart from the branded promo zones, there are also a lot of eye catching branding elements such as bay breakers, danglers, cash counters and standees that help magnify the activation.

For information, this is not the first time that a TATA Motors brand has partnered with Future Media. Last year, TATA Motors had effectively used the wide reach of the Big Bazaar chain of super markets to market the TATA Nano, wherein, apart from branding and car displays within the stores, the customers were also given the facility to book the car.



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