MAKING TRUCKING FASHIONABLE

TitleMAKING TRUCKING FASHIONABLE
BrandTATA MOTORS COMMERCIAL VEHICLES BUSINESS UNIT
Product / ServiceTATA PRIMA
CategoryA01. Use of Promotional Events & Stunts 
EntrantHAVAS 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

Credits

Name Company Position
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

Brief Explanation

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.

The Brief

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

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