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Tata Motors' digital campaign for new XL trucks

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MUMBAI: Tata Motors has created a unique digital first campaign to introduce its new XL range of trucks called, ‘Keep Loading’.

The campaign was created and conceptualised by Rediffusion Y&R and executed by Havas Media to amplify that the new range of Tata trucks have15 per cent more loading capacity. It was implemented on digital channels across India by creating an industry-first innovation of changing the core loader icon of most video players (about 200+ sites).

A game-in-game module was also created that helped strengthen the brand promise, by communicating ‘Keep Loading’ and letting users play the concept. Users were gratified with gaming points for playing the proposition of ‘Keep Loading’. The campaign utilised all key facets of digital media – search, social, video, innovation, display, programmatic and tactical premium inventory. Tata’s loader icon popped up whenever people searched for Tata Motors, visited the targeted sites, social media, watched a video, played a game or booked a railway ticket and also when they reached out to competition.

Tata Motors partnered with YouTube, TrueCaller, IRCTC, Facebook, news websites and other social media platforms to promote the campaign.

Tata Motors head of marketing communications commercial vehicles business unit UT Ramprasad says, "With increasing number of commercial vehicle customers engaging in the online space and consuming digital content, it was important to address every aspect of this digital spectrum with an idea that was very online intrinsic.”

Ramprasad pointed out that the objective of the campaign was to own a mnemonic that can resonate with Tata Motors' CV segment while strengthening the core promise of the ‘Keep Loading'.

Havas Media managing partner, west and south Kunal Jamuar adds, "The beauty of the idea lay in its simplicity. The buffering icon is a reality that the core target group faces consistently given their mobility. The additional load carrying ability of the vehicle fitted brilliantly with the buffering pneumonic to seamlessly communicate the benefit to the consumer. The width and depth of sites that we tied up with allowed us to reach out to the majority of the audience in a manner that was disruptive and at the same time well integrated.”

India has over 180 million mobile subscribers who access 3G/4G networks and get their everyday tasks done through the web while 63 per cent of Indian internet users is over 25 years. An average Indian spends around 38-42 per cent of mobile data on video and audio services, 18-22 per cent on social networking, 16-20 per cent on communication services and about 20-24 per cent on other services.

With this impending digitisation of India, there has been a huge rise in the consumption of data and people are changing the way they consume content. Tata Motors realised that there was a need for the brand to effectively utilise the potential of digital to channelise the traction generated as a result of the traditional campaign and funnel the incremental prospects with the help of digital.

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