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TATA Motor's Tiago arrives via OOH

By Satarupa Chakraborty - May 02, 2016

Tata Motors launches its new model Tiago in a multi-city multi-format OOH campaign executed by Platinum Outdoor.

Tiago, the new hatchback from Tata Motors with cutting edge design, technology and driving dynamics recently launched with a clutter breaking OOH campaign by Platinum Outdoor, as part of their AOR execution with Tata Motors. The campaign was planned and executed across 70+ cities and towns across metros, Tier II and Tier III cities.

The campaign came with two phases with the first phase announcing bookings for the hatchback in key markets, followed by the launch phase in all markets. Traditional outdoor formats, key mall facades and airports were used to enable the consumers to experience the car.

On the day of the launch, the Agency conceptualised a clutter breaking idea to highlight different features of the car through larger than life installations at multiple locations. Some of these included blinking headlamps of the car, highlighting the car name, emphasis on Messi with Messi's cut-out and a Tiago Zone at one of the busiest junction in Mumbai.

Dipankar Sanyal, CEO, Platinum Outdoor, said, "Tiago launch was the first major launch campaign undertaken by Platinum. True to the product, the campaign focused on the features through innovations. With the use of our planning tools, we were able to deploy quality sites at the right places which delivered high visibility in all markets”.

Madison OOH recently announced its indigenously developed suite of planning tools to offer a more robust outdoor planning service to its clients. The suite includes Madison Vu-on-street, a complex site selection and plan evaluation tool in an easy-to-use software that covers 18,000 large format sites in top 18 cities of the country.  Madison Vicinity enables creating multi touch point centric plans at a macro level and even provides an opportunity to do micro level hyper localization. Madison Maxemiser facilitates the distribution of media investment budgets in the targeted cities using a database, enabling a more scientific basis for budget allocation.

Click here to watch Tiago campaign video


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