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The video campaign has been completely crowd-sourced by compiling videos, tweets and pictures received via Twitter from off-road adventure lovers and Safari aficionados across the country.
Called the Tata #SafariTrails My Day My Way song, the music for the video has been made by Culture Machine along with artistes like Vasudha Sharma, Gaurav Dagaonkar and Sidd Coutto.
Calling it a campaign 'by the people, of the people and for the people', Culture Machine experimented with different avenues of storytelling for #SafariTrails by combining the videos and pictures from consumers via Twitter with lyrical couplets, sourced by Digitas LBI, the digital agency for Tata Motors which has collaborated with Culture Machine for the initiative.
Twitter was the chosen platform for crowd-sourcing, while the Tata Safari Facebook page also shared about the crowd-sourcing activity with its 1.3 million fans. Towards the end of last month, Tata Safari asked its followers on Twitter to share their desired lyrics with images or videos of memorable Safari adventures they've been on. These tweets needed to be accompanied with the hashtag #SafariTrails and also had to be the most re-tweeted.
So adventure lovers had to follow the brand's Twitter handle and tweet their lyrics with pictures and videos and also share it with their friends to garner the maximum number of re-tweets. The most re-tweeted lyrics won gift vouchers worth Rs 2,000.
The video highlights captivating visuals of exotic locations. The music aligns with these over-powering scenic escapades to showcase a powerful experience, which solidifies the brand's philosophy of - 'it's their song, on their day, their way'.
The ultimate purpose achieved through this video is a celebration of life through the myriad travel experiences of Tata Safari fans that will - in all probability, hopes Tata - earmark a new beginning in the era of digital video consumption. Tata Safari is promoting the crowd-sourced song on its Facebook and Twitter pages. Uploaded on the brand's YouTube channel in June 16, the video has received more than 100,000 page views.
The objective of the campaign is to 'ignite a fiery character' in its consumers that will catapult terrain experiences to a whole new level. Says Siddharth Narula, president, revenue, Culture Machine, "With every iota of creativity these days being pooled into digital platforms it is no surprise that brands are looking at holistic digital video campaigns to center their digital strategy around creating engaging experiences for its clients."
Culture Machine has worked with Sharma earlier to launch a video of a bricolage (French for 'tinkering') song for Havells. Featuring Sharma and percussionist Sarthak Mudgal, Havells had categorically positioned its range of domestic appliances as gender-neutral products.