Tata Indigo eCS uses water bottles for 'Paani Khatham, Hoga Fuel Nahi' campaign

Percept OOH executed the ground activity to help promote 'India's most fuel-efficient sedan'

BestMediaInfo Bureau | Delhi | February 28, 2012

Percept Out-of-Home has executed a ground activity to create awareness about Tata Indigo eCS. As part of the agency's new idea recommendation to Tata Motors, it conducted an activity using petrol pumps as a platform to distribute 1-litre mineral water bottles branded with Tata Indigo eCS.

The theme of the ad campaign is that the car gives an average of 25 kmpl. Percept OOH has decided to work around the same theme and distribute mineral water bottles to drive home the campaign message: 'Paani Khatham Hoga, Fuel Nahi - India's Most Fuel Efficient Sedan'. The mineral water bottles were distributed to the four-wheeler owners driving into the pump.

Commenting about the initiative, Rajneesh Bahl, Head - Outdoor, Percept OOH, said, “These days out of home advertising endeavours to reach beyond distant billboards and bus backs. The idea was to trumpet the billboard message in person through customer touch points like petrol pumps.”

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