Rajneesh Bahl on Percept OOH's 'Paani khatam hoga, fuel nahi' Tata Indigo ECS innovative campaign

Tata Motors along with creative heads from Percept OOH have brought out an interesting campaign which talks about Tata Indigo ECS and its fuel efficiency. As a part of the agency's new idea recommendation to Tata Motors, it conducted an activity using petrol pumps as a platform to distribute 1 litre mineral water bottles branded with Tata Indigo ECS.

In an exclusive interaction with Adgully, Rajneesh Bahl, Business Head ' Outdoor, Percept out of Home said, "The brief given to us was essentially to build an outdoor campaign. So, we got the creative and identified the core message which was - the Tata car gives an average of 25 kmpl. in 1 litre of petrol. Through this campaign, the thought was of going to consumers and actually educating them." The target for this campaign thus were people who have car or a second car or who have bought big car in place of their small car.

The campaign is first been done on smaller scale, for which a pilot has activated in suburbans areas of Mumbai at HP petrol pumps.

Bahl was of the opinion that the challenge through the campaign was to break through the idea of how without doing outdoor advertising, with outdoor campaign we can rationalize the clients spend and give them something unique. Bahl said, " While we have been working with Tata Motors and doing their work, the tagline designed was ' "paani khatam hoga, fuel nahi'. By actually going to petrol pumps was something unique and unconventional that we did with the concept."