Percept OOH propagates 'endurance' of Tata Indigo eCS

The objective of the campaign is to reinforce Tata Indigo eCS as the most reliable sedan built to handle the tough Indian terrains and roads

BestMediaInfo Bureau | Delhi | May 30, 2012

Percept Out of Home has executed an outdoor campaign for the Tata Indigo eCS, the entry-level that has entered the Limca Book of Records after completing 14,000 km in 15 days non-stop. The aim was to reinforce Tata Indigo eCS as the most reliable sedan built to handle the tough Indian terrains and roads.

The duration of the OOH activity has been charted for 20 days starting May 9 to May 29, 2012 in 37 towns (metros and tier 2 cities). Hoardings have been put up at strategic locations such as entry/exit points of each city. The billboards on highways have publicised the arrival and presence of the car in each city. The campaign started four days prior to the arrival of the car and will continue for the next 16 days as an echo to the introductory message.

The target group comprises working professionals at managerial level (25-30 years) looking to own their first entry-level sedan or those are upgrading from a small car/hatchback to a sedan.

Rajneesh Bahl, Business Head - Outdoor, Percept-Out of Home, who has directed the campaign, said, “The sole aim of the current activity is to create a differentiator among other mid-level sedans available in metros and tier 2 towns. The OOH exercise has escalated the trust quotient of Tata Indigo eCS being Indian road friendly.”

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