Tata Safari Dicor to use Kartikeyan for on ground promotions

MUMBAI: 'Reclaim your life'! That is the tagline of Tata Safari Dicor, a Sports Utility Vehicle (SUV) in the premium range from the the Tata Motors stable.


In a major promotional drive, Tata will use the services of its brand ambassador and FI driver Narain Kartikeyan. He will travel to the different cities where launch events are taking place and also visit key dealership outlets. The company is fortunate in that he has some free time on his hands at present, having recently participated in the Hungarian Grand Prix.

At a launch event in Mumbai last night, Kartikeyan said, " I have a long standing association with Tata Motors. The Tata Safari brand is particularly close to my heart. This new car symbolises life in the fast lane and I am confident that consumers will have an enjoyable driving experience."

Though used for on ground promotions, Kartikeyan will not feature in any of the TVCs. "Some brands that get very closely involved with their brand ambassador run the risk of the focus shifting from the product to the personality. This is why we have decided not to use him in the TVCs," says a company executive.

In the past to create on ground awareness, Tata Motors has been involved with events like Golf tourneys. Around 15 Tata Safaris had also featured in the Asean Car Rally which covered 11 countries.

The print and outdoor campaigns for Tata Safari Dicor have kicked off. The television ads will break next week. The basic aim of the campaign, which is largely targetted at the metro market, will be to highlight the features of the car. Targetted at the working professional, the brand message is that the car enables users to get out there and reclaim lost ground, no matter how busy one is.

O&M is the creative agency for Tata Motors.The work highlights the fact that the new car has more power for its size, compared with the earlier products.

Speaking to, a company official says that in order to create awareness among the affluent crowd test drives will be organised for dignitaries, corporates and well-heeled prominent individuals in society

The focus of the promotional campaign, though, will be on highlighting the features of the SUV. The new look Safari Dicor sports a chrome plated front grill, large 16-inch alloy wheel rims and stylish bumpers with integrated fog lamps and crystal clear lights. An aesthetically designed centre console, a new instrument panel, customised driver seat with height adjustment and lumbar support, leather upholstery, leather wrapped steering wheel and a stylish gear lever knob complement the interiors of the car.

The unique reverse guide system facilitates rear visibility while reversing the vehicle. The car offers a host of luxury and comfort features like the Blaunpunkt DVD/MP3 player with dual LCD screens and a mobile/laptop port for rear passengers. It also goes to great lengths to ensure convenience of the occupants through thoughtful features like a puddle lamp on the door, which

lights up the ground beneath the doors at night to help in avoiding puddles.

On the technology and safety front, the Safari DICOR comes with a host of technologically advanced safety features including Anti-submarine seats, Anti Lock Braking System (ABS) with Electronic Brake Force Distribution (EBD), 3-stage collapsible steering column, front airbags for both the driver and co-driver and demisters on the rear windscreen and side view mirrors. Strategically located crumple zones and side impact bars enhance protection during a collision.

Available in seven colours (Light Gold, Arizona Blue, Quartz Black, Arctic Silver, Passion Red, Arctic White and River Rock green), the

Safari Dicor is available through 131 dealerships across the country. With over 500 service outlets across 200 plus cities, Tata Motors claims to offer the second largest service network in the industry.

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