Campaigns

Tata Motors’ Altroz iCNG shows off boot space at Mumbai Airport’s T1 terminal

The campaign was conceptualized and executed by Platinum Outdoor, a unit of Madison World

Published

July 5, 2023

iCNG Altroz iCNG, Tata Motors’ latest offering, has a unique feature – ample boot space capacity even with twin CNG cylinders – and has taken the OOH route to showcase the same. Altroz iCNG’s placement of twin CNG cylinders below the luggage area gives it unparalleled boot space, setting it apart from other CNG vehicles.

To showcase Altroz iCNG’s exceptional capacity, Platinum placed the car on the luggage conveyor belt at the airport.

Drawing inspiration from the car’s primary USP, the agency visually represented the maximum amount of luggage that can be carried in the generous boot space of the car, and with its back door open, the belt transported bags directly into the boot area of the Altroz iCNG. It helped demonstrate the car’s immense storage capacity in a hyper-realistic manner. As part of the execution, Platinum Outdoor acquired an actual Tata Altroz iCNG from the Tata Motors factory and divided it meticulously in half to fit perfectly on the conveyor belt at Mumbai Airport’s T1 terminal. To enhance the impact of the display, they also strategically placed branding elements on the surrounding walls.

Vinay Pant, Chief Marketing Officer – Passenger Vehicles, Tata Motors said, “The Altroz iCNG has disrupted the CNG market with its Twin-cylinder innovation. The boot space for CNG cars is a big bonus and will further expand the market with new customers looking at buying CNG cars. We wanted to do something creative to take this message to the masses. We are delighted to partner with Madison, who have understood the concept brilliantly and have converted it into an innovative concept. The Altroz iCNG is first brand in India to leverage this unprecedented opportunity, captivating the attention of travellers and setting new benchmarks in showcasing automotive excellence. We seamlessly showcased the Altroz iCNG’s exceptional boot space, leaving an indelible impression on the minds of the audience. With this first-ever marketing activation at Mumbai airport, we have gathered a good response. We hope to continue doing some creative marketing in line with our strategy”.

Dipankar Sanyal, CEO, Platinum Outdoor and MRP said, “Creating stellar, impactful work for our clients has always been our passion. It is extremely satisfying for us to see our ideas, plans, and execution come to fruition with Altroz’s ambitious and innovative campaign”.