WATConsult and Tata Motors launch ‘Apni Hatchback’ music video for Tiago

Released across Tata Motors’ digital platforms, the music video leverages the growing acceptance and popularity of the rap music culture in the country and is an ode to the Tata Tiago community

by exchange4media Staff
Published - Feb 13, 2019 2:40 PM Updated: Feb 13, 2019 2:40 PM
Apni Hatchback

Tata Motors, a leading global automobile manufacturer, in collaboration with WATConsult, a leading digital and social media agency from Dentsu Aegis Network’s bouquet, unveiled a new music video titled ‘Apni Hatchback’ for the brand’s bestselling hatchback – the Tiago.

Released across Tata Motors’ digital platforms, the music video leverages the growing acceptance and popularity of the rap music culture in the country and is an ode to the Tata Tiago community. Looking at the pace at which ‘Indie Hip Hop’ is cutting through the clutter of Bollywood among the audience, ‘Apni Hatchback’ is a testament to Tata Motors’ ability and efforts in catching the pulse of the audience. The music video is conceptualized and executed by WATConsult, the digital media partner for Tata Motors’ Passenger Vehicle business.

Speaking on the same Vivek Srivatsa, Head - Marketing, Passenger Vehicle Business Unit, Tata Motors said, “Raising a toast to all our Tiago customers, we are elated to launch this music video - ‘Apni Hatchback’. The video has been made keeping in mind our consumers, who are young, cool and fun loving. The Tiago has been one of our best-selling brands and we plan to continue leveraging newer trends and keep engaging with our audience in innovative ways. We are confident that our customers will shower as much love upon this video as they have on our product.”

Rajiv Dingra, Founder and CEO, WATConsult, said, “Tata Motors in the last few years has been consistently innovating, not only in terms of bringing world-class vehicles on the road but also banking on the power of digital to deliver dynamic and unique communication through regular interventions. This music video is yet another shining example of how the brand has leveraged popular culture to create distinctive digital content.”

The video that embraces the rap culture talks about the safety and the love customers have for the car, was released two days before Valentine’s Day and leveraged all social media platforms like Facebook, Twitter, Instagram, and YouTube.

Apni Hatchback - Tata Tiago

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