afaqs!

Driving away with Tata Aria, courtesy Clear Channel Mudra

By Nandana Das , afaqs!, New Delhi | In OOH News | September 02, 2011
In a guerrilla marketing tactic, the company has placed an actual car on a revolving platform on the Mahim Causeway in Mumbai.

In a bid to promote the 4x2 version of Tata Aria, the crossover SUV from the Tata Motors stable, an innovative 21-day outdoor campaign was launched recently.

As a part of the campaign, a guerrilla marketing tactic involves placing an actual Tata Aria at the Mahim Causeway in Mumbai. The car has been put on a revolving disc, with its back lights on. As claimed by the company, this is the first time that an automobile player in India is showcasing its product right at the 'playground' for cars - the road.

A few heavy commercial vehicles have been used for innovation, wherein 15 feet long Tata Aria creatives have been displayed on both sides. These huge carrier vehicles will travel across the country on national highways.

Adille Sumariwalla, managing director, Clear Channel Mudra, says, "This mode of moving advertising has provided a good opportunity to showcase the communication on the highways, which generally lack good media options. The amount of buzz created and the increase in footprint have resulted in scaling up the campaign to include a larger number of vehicles and routes."

Several hoardings have been put up in various cities, with the Tata Aria picture and a statement, 'Finnesse and Muscle now also in 4x2, Starting at Rs 11.621 lacs'.

The aim is to build awareness and grow interest around the new 4x2 version of the Tata Aria. Speaking about the brief, Sumariwalla says, "We were asked to draw eyeballs and grab the attention of the people about the new car. The client wanted the vehicle to become a talking point among people."

Created and executed by Clear Channel Mudra, the out of home (OOH) arm of the Mudra Group, the activity is being carried out across 38 towns and cities in India.

One very important aspect of the activity is to target dealerships across India, encouraging more walk-ins and enquiries. Sumariwalla adds, "Hence, rather than being present everywhere, our strategy focused on planning in a more concentrated way to address the target audience at key commercial areas, business centres, automobile hubs, airports and areas in the vicinity of Tata Motors' dealers.

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