Tata’s new SUV HEXA was launched through an impressive outdoor campaign by Madison World’s Outdoor unit, Platinum Outdoor. The campaign was launched in 2 phases and was executed in over 22 cities. Target of the intricately designed campaign was to highlight the features of the newly launched car.
14 key sites were chosen where back-lit acrylic letters of the brand “TATA HEXA” were installed on 24 billboards. The Mahim Causeway in Mumbai was especially identified to install an actual six-foot tall Hexa on equally tall four asymmetric trusses using an industrial crane.
Speaking on the launch, Vivek Srivatsa, Marketing Head, Passenger Vehicle Business Unit, Tata Motors, said, “The HEXA is a car suitable for all lifestyle needs and our partner Madison- Platinum OOH has been successful in conveying these brand attributes. The Outdoor campaign with an LED acrylic logo and the installation of an actual six foot tall SUV has helped garner excitement with its high impact and good visibility. Our focus is on increasing brand effectiveness and with the combination of innovative campaigns and with the expertise of our partner, we are sure to stir up the outdoor space with impactful visual branding.”
Also, Personal interaction and display zones were created at Delhi Cyber City and 12 other premium malls in the country as well as Delhi and Mumbai airports to let consumers experience the car.
