BENGALURU: Tata Motors has launched the new generation Tata Safari Storme in Karnataka and Andhra Pradesh, following which it will reach out to Tamil Nadu and Kerala over the next ten days to complete the national rollout of the vehicle. A multi-media national campaign will kick off within a fortnight to promote the launch.

“This campaign will have a media mix of television, print, outdoor and online and will be far bigger than the Sumo Gold and the Arya campaign. On ground activation will include mall display, contests, adventure sports events and experiential marketing, ” said Tata Motors Head Utility Product Group – Passenger Car Business, Ashesh Dhar.

“Our ad budgets are higher this year and the campaign will be television heavy,” he added.

O&M handles the creative work while Lodestar the media buying for Safari Storme.

The Safari Storme was launched in the NCR region on 17 October last year and Tata Motors has been staggering its availability across the nation as it ramps up production. It has sold around 3000 units over two months and has bookings of 2000 units in the geographies where the vehicle has been launched.