Small 'Chhota Hathi' Tata Ace has something big to say
Playing on its brand attributes of trust and reliability, Tata Ace on this journey has created original creative content pieces relevant to the brand, that are universally appealing, catchy and quite unforgettable by extracting the moment and spicing it with a humorous twist.
Tata Ace, fondly called India’s ‘Chhota Hathi’ which has dominated the Small Commercial Vehicle’s segment since inception, in a classic case of real-time marketing has upped the ante of being in a low engagement category. Ace has intelligently used the big moments touching Indians this past quarter for effective storytelling on digital with its beautifully conceptualized mascot - ‘Chhota Hathi’.
Playing on its brand attributes of trust and reliability, Tata Ace on this journey has created original creative content pieces relevant to the brand, that are universally appealing, catchy and quite unforgettable (you have to smile at least once!) by extracting the moment and spicing it with humorous twist. Released on Facebook, Twitter and Instagram each content piece captures both brand essence and moment in a succinct delightful self-explanatory snapshot.
In a cluttered world where everyone is talking about products, features and brand; moment marketing helps gain mind-space to capitalize and drive product advantage. Budget 2018, PadMan and the Facebook Data scandal are all innovatively woven to highlight the Tata Ace brand promise. The communication draws linkages to the category of commercial vehicles which is otherwise considered to be a boring one.
When contacted, UT Ramprasad, Head of Marketing Communications, Tata Commercial Vehicles Business Unit, said, “News, moments, events being topical and varied help occupy the otherwise monotonous regimented mind-space of the larger population. Thus,the traction for engaging content linked to current freshness, especially when laced with humor, is higher as compared to other posts. Our attempt is to capture the ‘newsiness’ of big moments whenever relevant and turn it in our favour to drive category salience.”
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