Rediffusion Y&R has been assigned the creative duties of Tata Motors’ Revotron petrol engine. The account was won following a multi-agency pitch. Revotron is touted as India’s first 1.2L MPFi turbocharged petrol engine.
Rediffusion Y&R has worked closely with Tata Motors to launch an innovative, nation-wide campaign to showcase its new, best-in-class Revotron engine as a prelude to the launch of its new cars Zest and Bolt. F1 driver Narain Karthikeyan is a key figure in the campaign.
Commenting on the win, Neville Medhora, Vice President, Rediffusion Y&R said, “We are proud to have worked on something this revolutionary for Tata. We’ve done communication, which drives home the fact that this engine is actually capable of switching between modes (Sport, Eco and City) to maximise the driving experience. A three-in-one engine is what we call it. I can tell you that is pretty advanced technology.”
Speaking about the development, Delna Avari, Head - Marketing Communications, Passenger Vehicles Business, Tata Motors said, “The Revotron 1.2T is a revolutionary petrol engine in its class and has a strong technology story to communicate. The engine has been designed and developed by Tata Motors with inputs from global technology partners to become India’s first 1.2L MPFi turbocharged petrol engine and has been tested by none other than Narain Karthikeyan himself. We wanted to communicate this exciting story in a simple, easy to relate yet impactful way. We have been working with Rediffusion on several projects and are happy to work on the brand new Revotron engine. They will play a crucial role in creating a strong awareness with the new Revotron campaign.”