Campaigns

Lodestar UM creates carpool karaoke in Tata Hexa with Rock On 2 stars

The Rock On 2 stars drove around the Bandra in Mumbai in the new Hexa, doing a high energy karaoke on their famous title track. The ride ended with them jamming and driving to the trailer launch event of Rock On 2 at the amphitheatre in Bandra.

Published

November 11, 2016

VJ Media Bureau

In what might be the one of the most interesting ways to introduce Tata Motors’ flagship brand Hexa, Lodestar UM, part of media agency conglomerate IPG Mediabrands, created India’s first carpool karaoke with the star cast of the upcoming Bollywood blockbuster Rock on 2.

Lodestar UM Studios – the content division of the agency — proposed the idea of doing India’s first car pool karaoke. The new Hexa was rigged with 12 cameras to capture all angles of the fun and excitement within. The track was loaded on Hexa’s hi-end infotainment system equipped with 10 JBL speakers. The stars drove around the Bandra in Mumbai, they jammed, playing drums and air guitars, doing a high energy karaoke on their famous title track. The ride ended with them jamming and driving to the trailer launch event of Rock On 2 at the amphitheatre in Bandra.

Nandini Dias, CEO, Lodestar UM, says, “This is a true example of a unique collaborative innovation by team Lodestar, where two big brands getting launched in November were brought together on the universally loved music platform. The video captures the mood and the premium driving experience in the Hexa, which can also be called the music machine.”

https://www.youtube.com/watch?v=7-qvPtybIT8&feature=youtu.be

Rock On 2 releases on 11th November and bookings for the Tata Hexa are already open. “To take it further we urge consumers to create their own carpool karaoke experiences on Hexa and share it,” adds Dias.

Commenting on the association, Vivek B Srivatsa, Head — Marketing for Passenger Vehicle Business Unit (PVBU), Tata Motors Ltd, said, “Our association with Excel Entertainment for Rock on 2 reiterates our customer-centric approach towards our much awaited power-packed, feature loaded and adrenaline pumped lifestyle vehicle, the Tata Hexa. Rock On 2 is centred on next-generation youth who crave for an active and dynamic lifestyle; much similar to the HEXA. Hexa appeals to customers for its design, driveability and comfort; with this association we will be able to connect Hexa even stronger with the customers.”

“Rock On 2 is representative of the youth of the country that is passionate about music and motoring and thus it’s an ideal fit for Tata Hexa”, said, Deepak Netram, Senior VP, Lodestar UM.