Top Story

e4m_logo.png

Home >> Digital >> Article

TATA Motors and Jack in the Box Worldwide collaborate to create what could be India’s largest Instagram and Twitter campaign yet

15-March-2017
Font Size   16
Share
TATA Motors and Jack in the Box Worldwide collaborate to create what could be India’s largest Instagram and Twitter campaign yet

On March 7, TAMO, TATA Motors’ sub-brand, launched RACEMO, a two-seater, fully connected sports coupe, at the 87th Geneva International Motor Show. The car made the entire auto world sit up and take notice, for the way it looked and what it could do.

Meanwhile, in the digital sphere, Jack in the Box Worldwide, in collaboration with TAMO, launched one-of-a-kind guerrilla activity to build intrigue and hype around the launch. Kaizad Pardiwalla, President, Jack in the Box Worldwide, said of the campaign, “Our brief was to create tremendous hype and fan following for the car prior to its launch. However, we couldn’t reveal the name of the car, show the car, talk about the brand, or even reveal the fact that it was a car at all. A challenging brief like that deserved an out-of-the-box response. That response was Cemora – a girl who took social media by storm.”

Sujan Roy, Head Marketing, Passenger Vehicles – International, Tata Motors said, “This was our first association with Team JITB. From our initial interactions, we found that the team has a deep and fundamental understanding of the digital medium and how to leverage it for maximum effect for the task at hand.”

“During the association, what impressed us as a client was that the entire team was focused, motivated, and immensely driven by metrics – be it the KPIs that we set for ourselves, the deadlines, or the budgetary limits – while never losing sight of the idea. Working under extreme time pressure, we never saw them falter and they came across as a bunch of thorough professionals. It has truly been a joy working with Team JITB,” added Roy.

In February this year, the Internet was introduced to a girl named Cemora, who set out on a road trip, all by herself. She was a spunky, sassy girl who had no plans, no maps, just adventure on her mind. She Instagrammed the entire journey through pictures, videos, postcards sent to her friends and followers, each one in her own trademark style. The subtle spin to the campaign was that everything was shot from the perspective of the car and hints were dropped all along. Over 200 pictures and seven videos were posted, besides the postcards. These were all shot and produced in partnership with in-house production company, Sniper, making this a truly integrated The 120 Media Collective initiative.

This campaign has set a whole new industry benchmark. It gained 12,500 followers on Instagram and Twitter, a reach of 12.1 million and a cumulative 1.7 million likes, shares, comments, and video views.

And that’s not all. Impressions were at 57.1 million, and counting, thus making it probably the most successful Indian social media campaign of all time. This has definitely been a one-of-its-kind campaign – both in terms of scale and innovation.

Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

Shriya Ghate, Business Head, Tinkle, spills the beans on the company's vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more

Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face

Viacom 18 promises to announce new release date soon

Luis Fonsi, Rita Ora, Jain of Makeba fame , Dimitri Vegas, Jason Derulo, Charly Black and Dasu, J Balvin, Parineeti Chopra, Tiger & Jackie Shroff speak exclusively to the radio channel

The Film-Maker, as the host of ‘Calling Karan’, Will Be Just A Phone Call Away From Listeners Seeking Advice On Love & Relationship