Malvika Mahal, New Delhi
Tata Tigor, the compact sedan automobile manufactured by Tata Motors launched in India by the end of March 2017 captured the entire yellow line of DMRC for its initiative OOH campaign to target busy commuters and build its brand nexus. The Campaign that started from April 23 on Line II which is from Samayapuri Badli to Huda City Centre is gaining a plenty of eyes.
Executed in collaboration with Madison Media Group and EG Communications, the media owning firm handling inside train branding rights for most DMRC Lines, this high impact campaign features various creative delineations of Tata's newest family member. With the strategic route under its belt, Tata primarily aims to gain the attention of people who are known to travel on this route regularly.
Capturing a unique niche, Tata has chosen a Styleback design to distinguish the new sedan from its platform sibling - the Tiago. Unlike the regular three-box sedan with its boot lid, the Styleback has a coupé like profile and its tail-gate is hinged at the roof which the campaign exceedingly conveys.
The Yellow Line route is one of the longest routes of Delhi Metro. Besides travelling through important business hubs such as Chandni Chowk, Chawri Bazaar and Kashmere Gate, the route also covers Gurgaon, where the big corporate houses reside. This sure provides the brand all the required mileage as the TG, majority of it being women would most certainly be visually stimulated while on the run to work.
Commenting on the respective campaign, Praveen Gupta, Director, Eg Communications said- "The Yellow Line offers a clutter free medium for the brand, besides greater reach as this line sees an estimated 1.4 million commuters daily. We are confident that this initiative would help the brand to reach out to a large pool of commuters helping them understand it in a better way. We at EG Communications are very content with the campaign activity and expect it to bring high visibility to Tata and help it in delivering its class and potency".