The web series is a journey of three siblings who go on a road trip, and, in the process, redefine their own lives and relationships. The show releases on August 28
BestMediaInfo Bureau | Mumbai | August 25, 2016
Maxus Content, the content solutions arm of Maxus, has unveiled its branded content project with The Viral Fever (TVF). The web series titled ‘Tripling’ features Tata Motors’ newly launched Tiago as a focal point in an enriching story told by TVF.
The association conceptualised by Maxus Content for Tiago and TVF aims to engage with the millennial by understanding their content consumption pattern. From decoding the brand’s brief to ideation and amplification, Maxus Content used its in-house research and insight, digital and content creation capabilities, with the creative insights by TVF to help Tata Motors bring alive Tripling.
The web series features superior production values comparable to a long-format feature, an acclaimed cast and an extensive marketing campaign to build engagement. It is one of the most anticipated branded content projects of this season by TVF.
Maxus’ social media listening showed youngsters increasingly take travel as an experience to foster change in their lives. However, most road trip-based stories in Indian entertainment have been around friends. Maxus and TVF decided to leverage the youth’s idea of travel with a fresh take by featuring siblings and not friends.
Pooja Verma, Head, Content, Entertainment and Sports Partnerships, Maxus, said, “At Maxus we keep the culture of a brand’s audience at the centre of our content strategies. Tripling is our attempt at intuitive positioning of Tiago as an enabler, in an engaging, culturally relevant story for its audience. It is a showcase of our data-driven, digital first and tech-enabled approach to branded storytelling. If the initial reactions to the show’s trailer are anything to go by, Tripling will surely give our audience a seamless and memorable branded storytelling experience.”
Tripling is a five-webisode (web episodes) journey of three siblings who go on a road trip, and in the process, redefine their own lives and relationships. A true visual treat for viewers, the show weaves in the dynamic Tiago as the sibling’s partner on their journey to discovery. The show releases on August 28, 2016 on tvfplay.com.
Vivek Srivatsa, Head Marketing, Passenger Vehicles Business, Tata Motors, said, “Our new hatchback, Tiago, comes with new attractive design credos that appeal to the young and is about enjoying life-on-the-go. This is what the new web series depicts. We found this storytelling route a good way to engage with our target customers and are delighted to associate with Tripling to communicate the zeal of youth, adventure. This series resonates well with Tiago’s spirit of enjoying moments in life.”
Tarun Tripathi, Head, Brand Solutions and Brand Awareness, The Viral Fever, said, “Today's viewers understand that the digital medium lends itself to creativity in storytelling like no other. With Tripling, we presented the opportunity to bring alive a story of a sibling road trip to Tata Motors. The range of emotions in the story and the scale of production at TVF meant that this was a compelling proposition. Tiago was the perfect brand to play the role of the fourth sibling in the story of this adventure filled road trip. Kudos to the team at Maxus and TML for this partnership.”