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With Lionel Messi being the Global Brand Ambassador for Tata Motors, and this being his first Indian brand partnership, a welcome was definitely due. To engage with his vast fan base in India, the Great Indian Welcome was conceptualized.case studies
A couple of weeks before the car’s launch, India’s top auto journalists were invited for an exclusive, all-access ‘Media Drive’ at Alila Diwa Goa, a resort in the beach capital of India. A unique experience crafted just for them, the briefing session was conducted in a room that had a football locker set-up. A customised kit along with jerseys tagged with their names awaited each of the journalists. This was not just a test drive of the Tiago from Tata Motors, but a celebration of a product that the team at Tata Motors was proud of.case studies
Tata Motors, being an organisation that recognises the power of the digital medium, has a long-term active connection with various communities online. Digital influencers play an important role in dispersing information to the audience online while helping brands build further trust with their followers. Keeping this in mind, we collaborated with IndiBlogger, one of India’s largest blogger networks. They were our online audience’s peers and therefore the perfect spokespeople for Tata Motors.
Following the media drives, the bloggers were invited to Alila Diwa Goa, a resort in the beach capital of India, where they had the chance to get exclusive access to the Tiago from Tata Motors and test drive it while interacting in real time with their followers online. Besides that, they also had a chance to closely interact with the hands-on and engaging Tata Motors team. This helped them understand the brand vision and innovations. This one-of-a-kind experience helped us strengthen our relationship with the online community directly, as well as their fans and followers.
Here are some of the highlights of the Bloggers Drive in Goa.case studies
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