Tata Bolt makes reading rewarding

By Devesh Gupta , afaqs!, New Delhi | In Media Publishing | February 05, 2015
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The car company launched an innovative print ad in TOI to create buzz for its latest offering Bolt and to drive footfalls to the showrooms.

Tata Motors came up with an innovation in The Times of India (TOI) yesterday, across several states, wherein a 'Rewards Card' was attached to the front page ad featuring its latest launch 'Bolt'.

The ad urged consumers to pull the detachable card and produce it at a Tata Motors showroom to claim a free test drive and a chance to win a free trip to England, to the Tata Technical Centre. A lucky winner could also drive home a Bolt free.

This innovation was carried out in TOI's Mumbai, Delhi, Bengaluru, Pune, Hyderabad, Nagpur and Indore editions, and over 30 lakh cards were distributed.

The card was stuck on the front page of a four-page Power Jacket. The first page featured the car and invited people for a test drive and also to participate in the rewards programme. The second and third pages showcased the features of the car - safety, design and comfort, while the last page showcased comments from experts.

Sheena Kapoor

Talking about the objective of the innovation, Sheena Kapoor, head, innovations, Times Group, says, "Tata Motors was looking at a high-impact innovation that would generate buzz, media hype and drive footfalls to the dealer showrooms for test drives and bookings."

The creatives for the campaign were designed by FCB Ulka, while the media was managed by Lodestar.

A few months ago, Tata Motors had carried out a high-impact innovation in TOI for its newly launched Tata Zest in which the car manufacturer gave away car keys (weighing nine grams).

Tata Bolt is positioned as India's first 'Multi Drive' car which is powerful and fuel-efficient. The Bolt has a 1.2T Revotron petrol engine which churns out 89bhp and the 1.3-litre Quadrajet engine that puts out 75bhp. Unlike Zest, Bolt will not get AMT in the diesel variant, and the base variant will come sans any safety equipment like ABS and airbags. The car was unveiled in December 2014 at the Auto Expo.

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