Tata Sumo Gold goes Out-Of-Home nationally

To drive the message of 'The Most Powerful Engine', DDB Mudra Max OOH conceived the outdoor campaign in over 200 markets for a month

BestMediaInfo Bureau | Delhi | April 4, 2012

Tata Sumo recently launched its new variant, Tata Sumo Gold, with the communication plank of 'The most powerful engine'. The target audience is early 30-year-olds belonging to SEC A and SEC B in semi-urban and rural markets. Tata Motors used out-of-home media in over 200 markets. DDB Mudra Max OOH conceived the campaign in such a way as to help Tata Sumo Gold reach out to nooks and corners of the country with the traditional and unconventional outdoor spread.

Ashesh Dhar, Head - Utility Product Group, Tata Motors, said, “The new Tata Sumo Gold is a result of extensive consumer studies and field tests. The product has been designed to fufil various requirements, long-awaited by the new generation customer, such as acceleration, power and an excellent torque-aided pick-up and pull power.”

The brief from Tata Motors was clear: to make both personal and commercial segment consumers aware of the new variant (Sumo Gold) with a new powerful CR4 engine.

The media mix was selected in such way as to optimise impact. For markets where OOH options were not available, wall-wraps and wall painting were done to increase the reach. Cut-outs and LEDs were installed in various markets to further enhance the appeal of the campaign. Most of Tata Sumo's TG lives in the semi-urban centres and have to travel a lot to work, which means travelling through difficult road conditions, small lanes, traffic jams, bad patches and other extreme situations. To target this group, it was essential to focus on the Tier 1, 2 and 3 markets, hence, more emphasis was laid on these markets while planning the campaign. Locations such as major entry and exit points, national highways, railway stations, religious destinations, bus stands, taxi stands, etc., were incorporated so as to reach the potential customers at all possible touch-points.

Arun Rogha, Group Account Director, DDB MudraMax OOH, said, “It was a daunting task to execute a campaign of such magnitude. While ensuring the optimum geographic spread we all had to take care of the intensity in each market. A strict rollout schedule along with streamlined logistics helped us keep a check on the timelines. We had to live up to the benchmarks set by the previous launches of Tata Aria and Tata Sumo Grande. The Tata Sumo Gold launch was more important considering the TG we had to reach was spread throughout the country.”

Considering the magnitude of the campaign, timely execution was a big challenge. Media locations spanned the farthest corners of the country. Logistics (production, execution and maintainence) had to be kept on the edge to ensure timely execution. Also, considering the time of the year when most other brands are active, it was necessary to stand out in the market. The impeccable planning covering important markets along with touch points including tourists, businessmen helped garner the desired result. The campaign was visible across the country through the varied media options.

The result saw increase in the footprint of the campaign and the use of multiple mediums tremendously increased the reach to the appropriate TG. The turnaround time of the campaign was quick due to vigilant schedules.

Credits:

Client: Tata Sumo Gold

Agency: DDB Mudra Max OOH

Office Head: Adille Sumariwala

Business Head: Vikas Nowal

Account management: Arun Rogha

Operations: Shailesh Joshi

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