WATConsult wins digital media mandate for Tata Motors PV division
WATConsult, the digital and social media agency from Dentsu Aegis Network India, today formally announced its association with Tata Motors Passenger Vehicle (PV) business. The agency will now be looking after the digital media mandate for this division. Since their on boarding, the agency has been working on strengthening the brand’s social media presence across various platforms and is also taking care of the ORM duties from the last few months.
According to Mr. Rajiv Dingra, Founder and CEO, WATConsult, “It’s our endeavour to partner with one of the leading automobile brands in India. With automobile industry gearing to becoming one of the largest industries in the nearing future and Tata Motors being in talks for its path-breaking products, we are excited to help the brand in syncing its synergies and create a mark in the best possible way.”
According to Mr. Vivek Srivatsa – Head – Marketing, Passenger Vehicle Business Unit, “We are delighted to associate with WATConsult for our digital and social media mandate of the passenger vehicle division. With our robust PV strategy in place, there is lots in store for the brand in coming months. Additionally, with WATConsults’ expertise in this field, we are confident that they will up the ante and bring valuable contribution to our digital and social presence across platforms.”
Dedicating the best of its resources to the brand, the agency has created some very interesting and path-breaking campaigns that not only helped the company in reinforcing its social media presence and advocacy but also in creating a stir in the market with new and innovative creative engagements.
Few path-breaking campaigns executed for the brand:
The agency crafted a digital activity to create a buzz for Tata Motors’ soon to be launched SUV, Harrier. Being one of the most awaited car, some never-seen-before videos were created that revolved around the extreme tests that the Harrier goes through. The agency worked very closely with the marketing and engineering teams and showcased those videos on the brand’s social profiles, resulting in encouraging brand awareness and engagement. Going back to the beginning of the association of the agency and the brand, with an aim to showcase the existing variants of their Passenger Vehicles amongst other brands all under one roof, Tata Motors participated in the biannual Auto Expo 2018 with a full-fledged social media strategy for various products under the brand portfolio.
For Tata Nexon, the official Partner for VIVO IPL 2018, interesting engagement assets around propositions with BCCI like IPL Trophy Tour, Tata Nexon Fan Catch, Tata Nexon Super Striker, Fantasy League and more were created. For Tata Hexa, with an intention to nurture community-building exercise, brand's asset ‘SOUL Drive’ was executed with TATA Motors SUV owners’ community wherein the agency amplified the campaign & ensured to give a first-hand feel of the whole road trip on social platforms. Here, the brand advocacy was strengthened by enticing the SUV owners to share the moments captured by the participants during the drive under the campaign “Mark of Excursion” which also helped in garnering interest of the audience for the upcoming drives.
All the above-mentioned campaigns helped Tata Motors' PV brands garner some cheering results and were focused on sustaining positive sentiment for the brand. Like for instance, the activity conducted for Tata Nexon also involved live coverage of IPL matches from the stadium across India on social to create hype around their association with Vivo IPL. The brand registered some phenomenal results as the campaign reached out to more than 103 Million unique users and garnered more than 119 Million Impressions. Going forward too, WATConsult and the brand will be seen working towards creating some more such campaigns.