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Tata Motors Bolt: Digitally Influenced

By Saumya Tewari , afaqs!, New Delhi | In Digital | January 27, 2015
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The automobile major employs digital muscle power to generate buzz for its new hatchback Bolt.

Tata Motors has rolled out a unique influencer fuelled 'reality show' for its new hatchback Bolt, on January 21. The automobile company roped in four Twitter influencers for a digital reality show to generate buzz for Bolt.

Tata Motors' #GetSetBolt campaign on YouTube

Designed to pan out like a reality show, four Twitter influencers - Abhishek Asthana (@GabbbarSingh), Apoorv Sood (@Trendulkar), Rahul Nanda (@RahulNanda86) and Ashwin Mushran (@AshwinMushran), have been appointed by Tata Motors for the digital campaign. The four influencers were enclosed in glass cubicles to get the symbolic Bolt key by generating digital buzz amongst their followers using #GetSetBolt.

The most popular influencer who managed to generate maximum buzz through their followers got the Bolt key becoming the owner of the hatchback. The contest was won by Apoorv Sood (@Trendulkar).

Executed by DigitasLBi India, the campaign witnessed audience across Twitter, Facebook and YouTube following their progress through a series of videos, updates from the Bolt brand page and the influencer's Twitter handle.

The campaign has garnered close to 43 million impressions on Twitter and about 4.5 million impressions on Facebook. Importantly, several social influencers and celebrities tweeted with the campaign #tags of their own accord.Some of the notable ones include Gul Panag, Vishal Dadlani, Sophie Choudhry, AIB (All India Backchod), Jose Covaco, Ashish Shakya, Suresh Menon and Ranveer Shorey.

Delna Avari

Delna Avari, head - marketing communications, passenger vehicles, Tata Motors says, "We wanted to create anticipation about the much-awaited car launch, generate high visibility and rally influencers for word of mouth. This approach allowed us to truly engage with our target audience and establish the brand even ahead of its launch."

Amaresh Godbole

Amaresh Godbole, head - agency and strategy, DigitasLBi, adds, "The challenge was making sure we chose influencers who along with their following, map well against the car's target demographic, and reflect the brands youthful, vibrant personality. Moreover, we wanted to create drama via storytelling leading to excitement about the launch, and hence the choice of the reality shows-like format."

Tata Motors has launched the Bolt hatchback and has priced it at Rs. 4.44 lakh (ex-showroom, Delhi). The company had already started online bookings of the car and it competes with segment leaders Maruti Suzuki Swift and Hyundai Grand i10.

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