As a part of the activation, mineral water bottles with Tata Indigo eCS branding were distributed amongst four wheeler owners who visited the fuel station. The concept was that whereas one litre of water would not last long, the Tata Indigo eCS would travel 25 km with one litre of fuel. The branded bottles showcased an image of the car and a message that read, Paani Khatam Hoga Fuel Nahi.
Sudipta Suri, A3 product group, Tata Motors, says, "Indigo eCS, which at 25 km gives the best fuel efficiency among sedans in India, got its main message across to customers in an effective manner through this activity. Such innovative and effective activities are extremely useful and welcome by Tata Motors."
Rajneesh Bahl, business head, outdoor, Percept Out of Home, says, "The activation was carried to promote the brand by engaging customers. Thus, we equated a one-litre bottle of water with the one-litre of fuel, highlighting the fuel efficiency of the car. These days, out of home advertising endeavours to reach beyond distant billboards and bus-backs. The idea was to trumpet the billboard message in person through customer touch points like fuel stations."
The activity was carried out at one fuel station on February 24. Bahl adds, "This is just a pilot activity to promote the brand. Looking at the responses from the activity, we will take it to the major metros and Tier 2 and Tier 3 cities."