|Title||MAKING TRUCKING FASHIONABLE|
|Brand||TATA MOTORS COMMERCIAL VEHICLES BUSINESS UNIT|
|Product / Service||TATA PRIMA|
|Category||A01. Use of Promotional Events & Stunts|
|Entrant||HAVAS MEDIA INDIA Mumbai, INDIA|
|Advertising Agency||HAVAS WORLDWIDE INDIA Mumbai, INDIA|
|Media Agency||HAVAS MEDIA INDIA Mumbai, INDIA|
|Entrant Company||HAVAS MEDIA INDIA Mumbai, INDIA|
|ANITA NAYYAR||Havas Media Group India||CEO|
|MOHIT JOSHI||Havas Media Group India||MD|
|SOUMYA SARKAR||Havas Media Group India||GM|
|ABHISHEK JAIN||Havas Media Group India||EXECUTIVE VP|
|MANU G NATH||Havas Media Group India||MEDIA SUPERVISOR|
|SHAIKH ASHRAF HAMID||Havas Media Group India||Media Manager|
Can re-imagining a product’s capabilities (the Tata Prima), change the way people look at a category (Indian trucks)? Tata Motors were in a battle for relevance with a new generation of Can re-imagining a product’s capabilities (the Tata Prima), change the way people look at a category (Indian trucks)? Tata Motors were in a battle for relevance with a new generation of foreign-returned MBA truckers who saw Indian trucks as slow & un-glamorous highway plodders. By creating a never-seen-before live product spectacle, we blew the minds of our prospects, delivered the single largest attendance for a product demo in Indian auto history and re-instated Tata Motors perception as the only truly world class truck maker in India.
Challenge 1. Prima was Losing relevance in a recessionary market. 2. Under threat from local/global mega-brands. 3. Seen as trusted but not technologically advanced. 4. Catering to young fleet owners who didn’t fancy Indian trucks. Strategy adopted -Tata T1 Prima Truck race- 1. The T-1 championship was the ultimate showcase of PRIMA’s performance & driving excellence 2. Conducting a race meant global approval & matching the standards set by the world’s best race-trucks, establishing the Tata Prima as India’s only international quality truck. 3. New fleet owners, well aware of truck racing, see Tata Motors as pioneers in trucking.
1. 50k foot-falls-Largest attendance for a single product showcase in Indian motor-history 2.800,000 worth FREE PR generated during race-week 3.Beat “PRODUCT PERCEPTION” scores of competition by actually DEMONSTRATING the might, the power and sheer technological class of the Tata Prima 4.national survey conducted over 2435 HCV considerers , Tata Motors outscored competitors on technologically advanced,superiority and product quality. 5.8% increase on PRIMA enquiries, premium sells in a de-growing market! 6.1545% increase in online presence for Tata Prima 7.TATA PRIMA became the first Indian-truck to feature in “best examples of experiential marketing” in the Harvard Business Review and the Economic Times.
step 1 1. Built PRIMA trucks with 22 modifications, which were deemed race-worthy for any driver 2. Drivers were Imported 3. T-1 was licensed to run under the FIA & planned with FMSCI. 4. Allies from day one: Independent sponsors directly associated with the HCV business ( Castrol, JK Tyres, Cummins) ran 2 trucks 5. The BIC provided special 2.5 km custom-made lap-track for race which was to be televised by Ten Sports. Step 2 : promotion 1. Attention: A teaser TVC and thematic TVC to build awareness started before 8 weeks 2. Engagement: The T-1 micro-site was a full-fledged interactive experience where one could play games, read about Primas, drivers and even win passes for the event 3. Excitement: Closer to race-day, we took over dailies (national and regional) with a launch advert while promoting our sponsors. A week before race-day we took over billboards across the capital city