The agency has worked closely with Tata Motors to launch an innovative, nation-wide campaign to showcase its new, best-in-class Revotron engine as a prelude to the launch of its new cars Zest and Bolt. The media spend on the campaign is estomated to be Rs 12-15 crore.
Commenting on the win, Neville Medhora, vice president, Rediffusion Y&R, says, "We've done communication, which drives home the fact that this engine is actually capable of switching between modes (Sport, Eco and City) to maximise the driving experience. A three in one engine is what we call it. I can tell you that is pretty advanced technology!"
Speaking about the development, Delna Avari, head, marketing communications, passenger vehicles business, Tata Motors, says, "India's first 1.2 litre MPFI turbocharged petrol engine, the Revotron 1.2T is a revolutionary petrol engine in its class and has a strong technology story to communicate. It has been tested by none other than Narain Karthikeyan. We wanted to communicate this exciting story in a simple, easy-to-relate yet impactful way." Karthikeyan is a key figure in the campaign.