To leverage the idea of moving up to 'sedan class', Tata Motors has rolled out a pan India out of home (OOH) campaign for its brand, Tata Vista. The outdoor creatives showcase the exterior and interior of the car, highlighting the luxury of the sedan. It also displays the message, 'Move up to Sedan Class', to influence the audience about the time to upgrade their car to the new Vista.
The campaign has been executed through billboards mounted at major car sale markets. The target audience for this campaign is the male consumer belonging to SEC AB in the age group of 25-45 years.
The OOH campaign has been executed by Percept Out of Home. It kicked off during the last week of July and will continue for one month.
Rajneesh Bahl, business head, Outdoor, Percept Out of Home, says, "The client mandate was to position the car as a superior option to its nearest direct competition. Based on the prerequisite, we chose key car sale markets across the country. The objective was to drive home the message and entice the consumers to modify their car symbol status."