Percept has launched a pan-India campaign spanning 40 cities to promote Tata Motors' new sedan, the Tata Manza. The campaign targets cities which have high car sales.
Manza is the upcoming sedan from the automobile giant Tata Motors. The company currently uses the tagline, 'New Manza - The Club Sedan' to showcase three premium upgradations to the model as the most luxurious experience in its class.
The campaign covers 150 sites and includes premium large format billboards, innovative airport media such as airport wall branding, flight information display system and in-flight branding to communicate the message to the target group, which comprises males in the age group of 25-45 years.
The creative shows a black Tata Manza in a full frame picture. Below this, three separate small frames display the interiors of the car and highlight special features such as automatic climate control, spacious leather-covered seats designed for extra comfort and the new touchscreen multimedia navigation consoles.
Rajneesh Bahl, business head, outdoor, Percept Out-Of-Home, says, "Keeping in mind the campaign messaging of '3 premium up-gradations', we have deployed a strategic distribution of the creative display to give all the three features their fair share of exposure. We have fashioned the OOH activity in a manner that does justice to the premium enhancements in the car, thereby amplifying the campaign intent."
"The campaign successfully conveys the Club Class features in the new Tata Manza. The agency has been able to reach out to the appropriate target audience with good site selection and innovations. With the festive season at hand, the OOH campaign will inform the prospective buyers of the attractiveness of the Club Class Manza," adds a spokesperson from Tata.
The campaign began in the last week of October and will continue for a month.