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Tata Tiago takes millions on a virtual drive

Conceptualized by Happy Finish and Wizcraft, the #fantastico campaign delivered the innovative and immersive experience to Indian consumers for the first time

BestMediaInfo Bureau | Mumbai | April 15, 2016


In 2015, Tata Motors signed up Argentinian footballer Lionel Messi as its global brand ambassador to roll out its #madeofgreat campaign across India. In keeping with that high momentum, Happy Finish India was commissioned to bring the #fantastico campaign to life for Tata Motors, by creating India’s first virtual drive experience for the Tiago car. The virtual drive included an array of cross platform media campaign assets.

The idea suggested by Wizcraft, came alive for consumers recently, after months of planning. The innovative and immersive drive experience for consumers is virtual reality (VR) that combines technology with the right creative inputs - and of course, a whole lot of courage and conviction.

Tata Motors’ virtual drive reached an audience of millions in this bold campaign, with the mass distribution of 2.3 million branded Google Cardboards. The initiative was supported by a digital campaign and print ads in ‘The Times of India’, across cities like Mumbai, Delhi/NCR and Bengaluru.

Speaking of the print initiative, Delna Avari, Head, Marketing Communication and Services at Tata Motors, said, “The challenge was how do we bring alive the test drive experience of a car which is yet to be launched. We felt that creating a VR experience would be the best idea and were delighted to partner with Happy Finish to introduce India’s first live action virtual drive experience.  The reach has been phenomenal with great ROI and has been appreciated as one of the most innovative ideas from Tata Motors for consumer experience.”

Ashish-Limaye Ashish Limaye

Ashish Limaye, APAC CEO at Happy Finish, said, “We had a keen focus on the distribution channel for all of the cross platform media assets, and created a VR solution which enabled Tata Motors to leverage the power of mobile, producing engaging content via an easy to use app, available on both Android and iOS.”

Commenting on this idea and its execution, Sandeep Mehta, Vice President, Wizcraft International Entertainment, said, “Crafting memorable experiences is at the core of what we at Wizcraft do and it is our constant endeavour to push the envelope and stretch our creative and executional capabilities to the maximum. For this first-of-its-kind Tiago Innovation, we had one single goal in mind - to make it relevant to the young consumer base that the brand is targeting and also to build on the brand values. The Tiago VR Gear has successfully achieved all this and much more.”

The print ad:

Click on the image to enlarge. Click on the image to enlarge.



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