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Tata Hexa zooms in with a carpool karaoke

The media campaign conceptualised by Lodestar UM introduces Tata Motor’s flagship brand Hexa, with the cast of Rock On 2 performing inside a car

BestMediaInfo Bureau | Mumbai | November 11, 2016

Tata-Hexa Click on the Image to watch the TVC.

In an interesting initiative, Tata Motors along with Lodestar UM, part of the media agency conglomerate IPG Mediabrands, has introduced its flagship brand Hexa through a carpool karaoke video.

Lodestar UM Studios, the content division of the agency, proposed the idea of doing India’s first car pool karaoke, which got the client and stars of the new movie Rock On 2 really excited. The swanky new Hexa was rigged with 12 cameras to capture all angles of the fun and excitement within. The track was loaded on Hexa’s infotainment system equipped with 10 JBL speakers. The stars drove around Bandra, they jammed, playing drums and air guitars, doing a high energy karaoke on their famous title track. The ride ended with them jamming and driving to the trailer launch event of Rock On 2 at the amphitheatre in Bandra.

Nandini Dias Nandini Dias

Speaking about the idea, Nandini Dias, CEO, Lodestar UM, says, “This is a true example of a unique collaborative innovation by team Lodestar, where two big brands getting launched in November were brought together on the universally loved music platform. The video captures the mood and the premium driving experience in the Hexa, which can also be called the music machine.”

Commenting on the association, Vivek B Srivatsa, Head-Marketing, Passenger Vehicle Business Unit (PVBU), Tata Motors Ltd, said, “Our association with Excel Entertainment for Rock on 2 reiterates our customer-centric approach towards our much awaited power-packed, feature loaded and adrenaline-pumped lifestyle vehicle, the Tata Hexa. Rock On 2 is centred on next-generation youth who crave for an active and dynamic lifestyle; much similar to the Hexa, which appeals to customers for its design, driveability and comfort. With this association, we will be able to connect Hexa even stronger with the customers.”

The TVC:



Client: Tata Motors

Brand: Hexa

Media Team, Lodestar UM Studio (IPG Mediabrands): Deepak Netram, Dhruv Jha, Sahil Gupta, Richi Deora

Creative Team, FCB Ulka: Donavan, Rajdutta Ranadey

Production Team, Icatcher: Rohit Vaid, Rajesh Pavitran

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