Tata Motors creates outdoor storm for Safari Storme

Percept OOH has executed the national campaign using large formats

BestMediaInfo Bureau | Delhi | November 16, 2012

Percept Out of Home's recent outdoor campaign for Tata Motors' Safari Storme has engaged car enthusiasts of all age groups. The activity is aimed at promoting the Safari Storme, the pioneering of SUV in India. The overall OOH promotion that started in end-October will continue for a span of two months. At present, the OOH drive is focused on the Northern region and highlights power, performance, style, opulence and comfort about the second generation SUV from Tata Motors.

The objective of the campaign has been to communicate with key markets where Tata Safari is a very popular car and has achieved cult status. Mainly large formats have been used for this activation in the form of billboards and unipoles to get maximum visibility and exposure apart from creating awareness. The target audience is SEC A & B.

Rajneesh Bahl, Business Head - Outdoor, Percept OOH, said, “Translating the unique features of the legacy SUV brand into imagery that informs, communicates and connects has been experience enriching. The creatives have been crafted keeping in mind the choice and lifestyle of North Indians. Elements of Tata Safari Storme style, technology and performance have been cleverly embedded in the OOH campaign.”

Ashesh Dhar, Head - UV Product Group, Tata Motors, said, “Our second generation Safari, the Tata Safari Storme, has raised the bar in terms of setting new benchmarks for the SUV market. The tagline, 'The Real SUV', aptly encapsulates the true essence of this modern SUV – looks, power, driving pleasure, luxury and peace of mind in terms of safety and warranty. With an innovative outdoor campaign, we have successfully reached out to our consumer in the most clutter-breaking manner.”

Dhar added, “Come Diwali people spend most of the weekends out of home.  Most of them shop for sweets, clothes, cars and tech gadgets. Clasping on product innovation and the timing of festive season the OOH campaign is bound to attract a handsome footfall and queries about the SUV.”

The new Tata Safari Storme is a refined beast delivering a performance of 0–100 km/hr in under 15 seconds. Its 2.2L VariCOR engine, turbocharged with VTT (variable turbine technology), delivers 140 PS power and 320 NM torque, providing easy driveability, swifter response and lower NVH (noise, vibration and harshness). The vehicle also features ESOF (electronic shift-on-fly) technology, enabling engagement of the 4x4 or 4X2 mode on the move. Yet it is highly fuel-efficient at 14 kmpl in the 4x2 variant and 13.2 kmpl in the 4x4 variant. The luxurious, airy and beige interiors endow the Safari Storme with opulence.

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