Tata and Maruti choose to do it differently at Auto Expo 2008

By , agencyfaqs!, Mumbai | In OOH News | January 16, 2008
Tata Motors used holographic images and no models to showcase the Nano, its "lakhtakia" car, while Maruti Suzuki looked to nature with its "colours of life" rainbow theme

No skimpy

black dresses, no patent leather four-inch heels, just one billionth of a unit stole the inaugural show at the 9th Auto Expo 2008 held at Pragati Maidan in New Delhi, as Ratan Tata, chairman of the Tata Group, unveiled the Rs 1 lakh car, the Nano.

Showdiff Worldwide, Rediffusion's event and celebrity arm, organised the event at the Auto Expo. Taking the less travelled path to unveil the Nano, Showdiff created a 3D holographic image of Ratan Tata and the car. The audience at the Tata stall stood mesmerised. The outline and interiors of the car captivated the viewers even as Tata vroomed into the stall in person with the Nano.

Tata Nano
Priced at Rs 1 lakh, the Nano aims to see a car in every home. Showdiff didn't carry out any pre-launch events because part of the deal was to maintain complete secrecy about the car and its details. "The crux of the event was that the car had to be the hero and all eyes needed to rest on it," says Anuja Kimatra, vice-president, Showdiff Worldwide.

Maruti Suzuki India Ltd wasn't to be left too far behind either. Hakuhodo Percept and PDM organised a thematic concept for all of Maruti Suzuki's cars. The theme, Colours of Life, dwelt on the colours of the rainbow, or at least most of them, and how each colour identified with a Maruti car and a set of its consumers.

Maruti Suzuki SX 4
Sanjay Kacker, chief operating officer, North and East, PDM, says, "The dome shaped arena had five cars and each depicted a colour. There were activities too along with the zones to combine with the theme."

The red zone, which symbolised a sporty theme, had the Swift displayed as also the World Rally cars. The activity in this zone was based on the theme of cricket. You could bowl a ball and get your bowling pace measured here.

Orange signifies sunrise, the start of something new. Maruti's orange zone displayed the Wagon R, Maruti 800 and Omni. The latest in the Zen models, the Estilo, was in the yellow zone. Also on display in the yellow zone was Maruti's concept car, the Splash. Some karaoke activity was centred here to combine with the energetic and youthful idea of the zone.

Next on Maruti's spectrum was blue to denote its corporate image. In this zone, the SX4, Grand Vitara and the concept car, the Kizachi, were exhibited. No activity was created around the corporate cars. Converging in the centre of the dome, like the colours of the rainbow, was Maruti Suzuki's newest offering, the A-Star.

Another innovative activity at the Maruti pavilion was the Design Your Own Car activity. Through a computer enabled programme, you could design a car of your choice with a range of car parts, colours and accessories. Two car simulators to help judge your driving skills were also there.

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