Clear Channel Mudra has launched an innovative outdoor execution for Tata Aria, a crossover SUV from Tata Motors. For 21 days starting from this month, Clear Channel Mudra has helped build awareness and interest around the 4X2 version of Tata Aria as well as draw eyeballs and become an intense talking point about the brand.
Clear Channel’s aim was thus to build outdoor as a support medium to print and TVC by spreading awareness and generating leads. One important aspect was to target dealerships across India, encouraging more walk-ins and enquiries. Rather than being present at every nook and corner, the agency’s strategy focused on planning in a more concentrated way to address the target audience at key commercial areas, business centres of the cities, automobile hubs, areas in the vicinity of Tata Motor’s dealers and airports.
Apart from the ongoing monsoon season in India, the biggest challenge for Clear Channel Mudra was to gain attention and generate excitement around it’s the product offering.
For its first innovation, Clear Channel Mudra used some unconventional media. A pilot was carried out on the heavy commercial vehicles, wherein a 15ft long Tata Aria creative was displayed on both the sides. These containers/ vehicles traveled across the nation through National Highways. This provided a good opportunity to showcase the communications on the highways, which lack good media options. The amount of buzz created and the increase in footprint has resulted in scaling up the campaign to more number of vehicles and routes.
The second innovation involves a unique guerilla marketing tactic, wherein an actual vehicle is placed at one of the busiest and strategically important junctions of Mumbai-Mahim causeway. This is coupled with a huge backlit revolving Tata Aria logo. It is claimed that this is the first time any automobile player in India is showcasing their product right at the playground – the roads.
Adille Sumariwalla, MD, Clear Channel Mudra, divulged, “We launched the Aria last year, which was a tough act to follow this time around, since the benchmark set by the successful campaign was pretty high. Owing to the prevalent high clutter levels in the automobile and non-automobile categories, we had a further challenging task to create awareness and generate interest in the new variant to the relevant audience. The campaign had good visibility, with high quality sites at frequent intervals across markets minimising media wastage and spillovers. Our impeccable planning made sure that campaign had an appropriate share of voice with proportionate share of expenses.”
He further said, “The creative was focused and lent itself beautifully to the medium, with an arresting visual and clear communication of the message. This provided an early acceptance to the campaign. Execution wise we adhered closely to a strict rollout schedule to avoid delays that were brought on by the many holidays during the launch period, yet capitalize on the same, to drive test drive and purchase decisions.”
Rajesh Nair, Head - Utility Vehicle Product Group, Tata Motors, added here, “Aria as a brand is focused towards a specific kind of customer who is spoilt for choice in the current scenario. Therefore, while the product needs to conform to high standards and expectations, the communication also needs to ensure the features of the car are highlighted. With its large format hoardings and close proximity to the user, outdoor plays an important role for an automobile brand. Spreading the campaign across 38 key markets with sites at key locations definitely helped in building a good reach. In addition to the outdoor campaign, the team executed some innovative ideas to garner good visibility for the brand. Displaying the actual product on Mahim Causeway and putting up creatives on the vehicles has helped create a buzz. It was a good experience working with Clear Channel Mudra for this campaign. They helped in quality planning and execution of the campaign across markets.”