Inshorts, the English news app, has recently concluded an engaging and visually stunning ad campaign for Tata Motors’ all-new Kaziranga edition for its SUV line-up.
Inshorts knitted a wholly dynamic creative ad whose each frame exhibits the true essence of a national park.
Moved by India's rich geography and biological diversity, Tata’s Kaziranga Edition takes inspiration from the Kaziranga National Park located in Assam.
The ad innovatively created an element of surprise to capture users' attention and reached out to 1.89 million unique viewers leaving a long-lasting brand recall. With a CTR of 2.79%, Inshorts enabled Tata to build a deeper connection with the audience.
This one-day campaign helped the brand to create awareness about their latest offering and give users a virtual sneak-peek into the look and feel of the vehicle. The ad opens up with a forest-themed native Inshorts article which comes alive within a few seconds by birds flying and trees moving. Just when the reader is capturing these visuals, a rhino breaks through the backdrop and the 3D effect gives a feel of it running towards you.
The screen then transitions into the brand’s messaging and the tap to know more button redirects the user to Tata’s website for further information on this edition.
Piyush Thakur, National Sales Head at Inshorts, said, “At Inshorts, we strive to work on new ad formats and add a unique factor to all brand campaigns- something that holds a user’s attention. In this campaign, it was the element of surprise which made a strong mark on the users and would help in future brand recall. The innovative idea of a rhino coming out of nowhere from the screen left the audience intrigued and asking for more. We are honoured to partner with Tata Motors for the campaign and are glad that we could help them take the message to the right set of audience.”
Link of the advertisement on app-
To bring the campaign alive, the team at Inshorts used cutting-edge and contemporary technology like lazy loading, HTTP live streaming, and CSS3 animations to ensure seamless run of the ad on any smartphone and quick loading even with a slow internet connection.