Maxus Content, the content solutions arm of Maxus has unveiled its next branded content project with The Viral Fever for Tata Motors. The brand new mega web series titled “Tripling” features Tata Motors’ newly launched Tiago as a focal point in an enriching story told by some of India’s best storytellers from The Viral Fever.
The association, conceptualized by Maxus Content for Tiago and The Viral Fever, aims to engage with the millennials by understanding their content consumption pattern. From decoding the brand’s brief to ideation and amplification, Maxus Content used its in-house research & insight, digital & content creation capabilities along with the creative insights by The Viral Fever to help Tata Motors bring alive Tripling.
With superior production values comparable to a long-format feature, an acclaimed cast and an extensive marketing campaign to build engagement, it is one of the most anticipated branded content projects of this season by The Viral Fever.
Maxus’ social media listening revealed that youngsters increasingly take travel as an experience to foster change in their lives. However, most road-trip based stories in Indian entertainment have been around friends. Maxus and The Viral Fever decided to leverage the youth’s idea of travel with a fresh take by featuring siblings and not friends.
“At Maxus we keep the culture of a brand’s audience at the center of our content strategies. Tripling is our attempt at intuitive positioning of Tiago as an enabler, in an engaging, culturally relevant story for its audience. It is a showcase of our data driven, digital first and tech enabled approach to branded storytelling. If the initial reactions to the show’s trailer is anything to go by, Tripling will surely give our audience a seamless and memorable branded storytelling experience”, said Pooja Verma, Head - Content, Entertainment and Sports Partnerships at Maxus.
‘Tripling’ is a beautiful journey spread over five webisodes of three siblings who go on a road trip, and in the process, redefine their own lives and relationships. A true visual treat for viewers, the show weaves in the dynamic Tiago as the sibling’s partner on their journey to discovery.
“Our new hatchback, Tiago comes with new attractive design credos which appeals to the young and is all about enjoying life on-the-go. This is exactly what the new web series depicts. We found this storytelling route, a good way to engage with our target customers and are delighted to associate with Tripling to communicate the zeal of youth, adventure and this series resonates well with Tiago’s spirit of enjoying moments in life,” said Vivek Srivatsa, Head- Marketing, Passenger Vehicles Business, Tata Motors.
Tarun Tripathi, Head - Brand Solutions & Brand Awareness, The Viral Fever says, “Today's viewers understand that the digital medium lends itself to creativity in storytelling like no other. With Tripling, we presented the opportunity to bring alive a story of a sibling road trip to Tata Motors. The range of emotions in the story and the scale of production at TVF meant that this was a compelling proposition. Tiago was the perfect brand to play the role of the fourth sibling in the story of this adventure filled road trip. Kudos to the team at Maxus and TML for this partnership.”
You can watch the video here: