Maxus Content, the content solutions arm of Maxus, recently unveiled its next branded content project along with The Viral Fever (TVF), for its client Tata Motors (TM). Titled 'Tripling', the new web series features Tata Motors' newly launched Tiago as a focal point in an enriching story told by some of India's best storytellers from TVF.
The official trailer has been launched on TVF's channel on YouTube. The web series will go on air from August 28.
Conceptualised by Maxus Content and executed by TVF, the series aims to engage with the millennials by understanding their content consumption pattern. From decoding the brand's brief to ideation and amplification, Maxus Content used its in-house research and insight, digital and content creation capabilities, along with creative insights provided by TVF to help Tata Motors bring alive 'Tripling'.
Pooja Verma, head - content, entertainment and sports partnerships, Maxus, says in a press release, "At Maxus, we keep the culture of a brand's audience at the centre of our content strategies. 'Tripling' is our attempt at intuitive positioning of Tiago as an enabler, in an engaging, culturally relevant story for its audience."
She adds, "It is a showcase of our data-driven, digital first, and tech-enabled approach to branded storytelling. If the initial reaction to the show's trailer is anything to go by, 'Tripling' will surely give our audience a seamless and memorable branded storytelling experience."
'Tripling' is a beautiful journey spread over five webisodes centred upon three siblings who go on a road trip, and in the process, redefine their own lives and relationships. A true visual treat for viewers, the show weaves in the dynamic Tiago as the trio's partner on their journey to discovery.
Vivek Srivatsa, head -- marketing, passenger vehicles business, Tata Motors, says in a press release, "Our new hatchback Tiago comes with new attractive design credos which appeal to the young and is all about enjoying life on-the-go. This is exactly what the new web series depicts."
He adds, "We found this storytelling route a good way to engage with our target customers and are delighted to associate with 'Tripling' to communicate the zeal of youth and adventure. The series resonates well with Tiago's spirit of enjoying moments in life."
Tarun Tripathi, head - brand solutions and brand awareness, The Viral Fever, says, "Today's viewers understand that the digital medium lends itself to creativity in storytelling like no other. With 'Tripling', we presented the opportunity to Tata Motors by bringing alive a story of a sibling road trip."
He adds, "The range of emotions in the story and the scale of production at TVF meant that this was a compelling proposition. Tiago was the perfect brand to play the role of the fourth sibling in the story of this adventure-filled road trip. Kudos to the team at Maxus and TM for the partnership."