Tata Motor’s recently rolled out an extensive outdoor campaign to promote Safari Storme. The OOH promotion, which started in October end, will continue for a span of two months. At present, the OOH drive has been launched in the North India and highlights the power, performance, style, opulence and comfort of the second generation SUV from Tata Motors. Percept Out of Home has executed the campaign.
Commenting on the campaign initiative, Ashesh Dhar, Head - UV Product Group, Tata Motors, said, “Our second generation Safari, the Tata Safari Storme, has raised the bar in terms of setting new benchmarks for the SUV market. The tagline, ‘The Real SUV’, aptly encapsulates the true essence of this modern SUV – looks, power, driving pleasure, luxury and peace of mind in terms of safety and warranty. With an innovative outdoor campaign, we have successfully reached out to our consumer in the most clutter-breaking manner.”
He further noted, “Come Diwali, people spend most of the weekends out of home. Most of them shop for sweets, clothes, cars and tech gadgets. Clasping on product innovation and the timing of festive season, the OOH campaign is bound to attract a handsome footfall and queries about the SUV.”
The driving objective of the campaign is to communicate with key markets where Tata Safari is a popular and has achieved a cult status. A majority of large formats have been used for this activation in the form of billboards and unipoles to get maximum visibility and exposure apart from creating awareness for the same. The target audience is SEC A & B.
Commenting on the campaign execution, Rajneesh Bahl, Business Head - Outdoor, Percept Out of Home, said, “Translating the unique features of the legacy SUV brand into imagery that informs, communicates and connects has been an enriching experience. The creatives have been crafted keeping in mind the choice and lifestyle of North Indians. Elements of Tata Safari Storme style, technology and performance have been cleverly embedded in the OOH campaign.”