BANGALORE: Tata Motors Ltd. (TML) will be initiating a mass media communications campaign for the new variant of its Sumo- Gold over the next few days. The campaign will include television, newsprint, outdoor and online media.

“Our media buying company Lodestar has prepared a comprehensive media plan for the new Sumo Gold,” said TML head of Utility Products Vehicle Group Ashes Dhar.

About four months ago, during the first phase, TML had launched the Sumo Gold in a few markets like Maharashtra, West Bengal, NCR region, UP, etc. TML says that the response has been good and it has seen the sales volumes tripling with the new Sumo Gold.

The second phase of the launch is now on and among some the regions that the Sumo Gold is being launched include the northern belt of the country, Madhya Pradesh, Andhra Pradesh and Karnataka.

The Sumo Gold was launched in Bangalore today. The company plans to push the sales of the vehicle through a national level mass media campaign, informed TML officials.

For television, TML has planned to air TVCs on GECs, news channels, Doordarshan, and regional channels such as those belonging to the Sun Network, Asianet in Kerala, TV9 and Mahuaa, Maa TV among others. On the Internet, a TVC will be placed on YouTube today, besides which TML plans to use Google ad words among other initiatives.

O&M handles the creative duties for Tata Sumo Gold.