The innovation with Tiago in the print ad is not the first time Tata Motors has used the medium in an unique way to promote a car.
Nearly 23 lakh readers of a major daily in cities of New Delhi, Mumbai and Bangalore woke up to a virtual reality (VR) kit attached to a four-page supplement singing paeans about its latest offering—Tiago.
The company did not divulge details about the amount spent on this campaign but media planners that dna spoke to, pegged the cost of this exercise between Rs 6-7 crore. The company did not divulge details about the amount spent on this campaign but media planners that dna spoke to, pegged the cost of this exercise between Rs 6-7 crore. A Tata Motors spokesperson, in an emailed response to dna, said, “ We have seen in the past, that creating clutter breaking consumer experiences give an ROI which is 5-6 times higher than that of normal advertising. This innovation also falls in that category.”
The spokesperson said, “All our marketing campaigns work on a philosophy of fresh consumer experiences and the highest of ROI. Print has been an important part of our media mix & we measure print ROI, especially when it comes to innovations & creating experiences on various parameters.”
Senior official at Lodestar Universal, the media agency which worked on the print ads for Tiago, Zest and Bolt said that they have got good results from the print campaigns that they have done for Tata Motors.
“Tata Motors is very ROI driven and they have won't do such an ad without ROI,” said Netram. He added that the company had happy with the outcome with the key innovation they had done with the Zest ad.
Zica to Tiago
The company seem to be putting an aggressive marketing strategy for Tiago—erstwhile Zica—after the disastrous run-in with a deadly virus Zika that alarmed the world during December-January period.
The carmaker had already aired a teaser video with the Argentinian football player Lionel Messi in the second half of last year with the name Zica. However, the company swung into action swiftly and announced a change of name. The car made its way to the auto-expo held in New Delhi in February with the old name.
It is only in March that the company announced the new name for its cheap hatchback that is touted to turn the company’s fortunes in the small-car market in India.
Virtual reality bites
This is not the first time that Tata Motors has used the print media in such a unique way to advertise its cars.
Last year, with Zest and Bolt, the company had pasted a car-key and a loyalty-card, respectively. Each key had been assigned a bar code which registered them for a chance to win the base model of Zest. For Bolt, producing the card at a showroom would get a test drive of the car with a possibility of a free trip to England to the Tata Technical Centre and a chance to win a Bolt.
The print ad for Tata Motors' Zest was featured at the Emvies 2015 case study. In the case study it highlighted that the company had 6 times more walk-ins than for previously launched car of the company. The company received 10,000 bookings in the first two weeks and sales worth Rs 520 crore with promotion spends of less than 1%.
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 "Tiago VR device")
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