Tata Motors went from pillar to post to sell the Nano to the masses. They even tied up with retail giant Big Bazaar to not only showcase the Nano but also sell it from their malls. The trick turned out to be so successful that Tata Motors has tied up with Big Bazaar one more time to sell the Indigo eCS.
Tata Motors has also devised a clever ad campaign called ‘25 ka Tadka’ to emphasize the 25 km/l mileage claimed for the Indigo eCS. 40 Big Bazaar outlets will display the Indigo eCS along with other 25 top discounted household products.
The shoppers will obviously be more interested in the 25 household products and Tata Motors hopes to make the Indigo eCS ride on that wave of curiosity.
Apart from the ‘25 ka Tadka’ , there are also a lot of eye catching branding elements such as bay breakers, danglers, cash counters and standees that help magnify the activation.
As realty companies are going on a mall opening spree, ‘Mall activation’ is increasingly becoming an important aspect of car marketing. Ford went one step ahead and displayed the EcoSport concept in major metropolitan malls to increase the curiosity before the launch. But so far only Tata Motors has given the facility of booking the car in the mall itself.
[Source: Exchange4media.com]
