Tata Racing, the Tata group’s motor sports brand, is looking for stronger connect with the youth through online Formula 1 gaming by entering into tie-up with contests2win for the second year running. Vishal Jhunjhunwala, Senior Manager, Brand, Tata Racing, says this activity was taken up to give the Tata brand a more contemporary face.
The Tata Racing property gives consumers a chance to step into the shoes of the fastest Indian, Narain Karthikeyan. The property involves the gamer racing through circuits designed around the most famous international circuits in the Tata RC Motorsports Car. Users have to go through a typical qualifying lap and his position in the qualifying round determines track position in the final race. The race involves actual racing elements such as tyre-wear, fuel position, authentic pit stops that involve tyre change, refuelling, etc. The top five winners each day are displayed on the site with the winner getting the grand prize, Jhunjhunwala said.
Alok Kejriwal, CEO, contests2win.com, says the brief from the client was precise: to take the existing property to the next level keeping the core objective of connecting with the online community, mainly the youth, intact. Karthikeyan is undisputedly a hero for a lot of young people. The property leverages his popularity and the fact that motor racing is one of the nation’s fastest growing sports amongst the young. “The Tata Racing property on c2w is a riveting game which will capture the youth’s imagination,” he said.