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Tata Sumo Gold: Smooth ride on rough creative

By afaqs! news bureau , afaqs!, New Delhi | In OOH News | March 28, 2012
The OOH campaign is spread across more than 200 towns pan-India, over various outdoor formats including billboards, unipoles, bus queue shelters, wall wraps and wall paintings.

Tata Motors' sports utility vehicle (SUV) Tata Sumo Gold is equipped with the CR4 engine, which makes the car capable of travelling on rough roads with ease. Highlighting this new feature, Tata Motors has launched an extensive out of home (OOH) campaign in more than 200 towns across India.

Tata Sumo OOH Campaign

The creatives of the campaign showcase an image of a Tata Sumo Gold being driven on rough terrain and focus on the concept that the SUV can travel on rough roads with the help of its CR4 engine. The creatives also display the message, 'The Most Powerful Engine Ever', along with the cost of the vehicle.

As a part of the campaign, an innovation has been executed to showcase a half cut-out of a Tata Sumo Gold jutting out of a billboard. The billboard instantly grabs eyeballs as the jut-out part of the SUV's cut-out does not have any background and displays the raw iron structure of the billboard, adding roughness to the creative.

Ashesh Dhar, head, Utility Product Group, Tata Motors, says, "The new Tata Sumo Gold is a result of extensive consumer studies and field tests. It goes a step ahead in putting the reins of power in the customer's hands to suit his driving experience. The OOH campaign has helped to reach out to the nooks and corners of the country with the traditional and unconventional outdoor spread."

Ashesh Dhar

Arun Rogha

The campaign aims to make consumers in Tier 1, 2 and 3 markets aware about the Tata Sumo Gold, which has the CR4 engine. Therefore, while planning the campaign, the emphasis was on these target cities.

The OOH campaign is executed by Mudra Max and spread across various outdoor formats to optimise impact. The outdoor formats include billboards, unipoles, bus queue shelters, wall wraps and wall paintings strategically located at major entry and exit points, national highways, railway stations, religious destinations, bus stands and taxi stands.

Arun Rogha, group account director, DDB MudraMax OOH, says, "While ensuring optimum geographic spread, we also had to take care of the intensity in each market. Strict roll out schedule, along with streamlined logistics, helped us keep a check on the timelines. We had to live up to the benchmarks set by the previous launches of Tata Aria and Tata Sumo Grande. The Tata Sumo Gold launch was more important, considering the TG we had to reach throughout the country."

The on-going campaign kicked off on February 27 and will continue till the end of March. It is spread across more than 200 cities and towns, including NCR, Bengaluru, Chennai, Kochi, Hyderabad, Indore, Jaipur, Kolkata, Lucknow and Patna.

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