Family

Tata Motors (Indonesia) : Tata Aria – Play Strong 30″ TVC

To launch Tata Motors in Indonesia, the 39th player in a highly competitive automobile market, it was imperative to find a product differentiator that would resonate with the locals. In a market dominated by Japanese cars that are known to be lightweight and therefore perceived to be ‘less secure’, the ‘strong and sturdy’ attributes of Tata vehicles would help gain good groundspeed.

The big idea : PLAY STRONG.

What is Play Strong?

1. Play Strong is a belief. It is a testament of Tata Motors as a strong company that builds strong cars and creates strong relationships. In today’s competitive world, it is a fact of life that is reflected as an affirmation of purpose from the company.

2. Play strong is an attitude. It has a high desirability quotient from a customer’s point of view. It brings competitiveness to the forefront and challenges life as champions do.

3. Play Strong is centered on the emotional but built on the rational. It answers why Tata Motors builds strong cars and tests them in adverse conditions. Because the lives of people in our cars, matters above all to us.

4. Play Strong is a valuable property. It has the potential to make Tata Motors richer in the consumer mind space, as these two words evocatively substantiate why the company is in the business of making strong cars.

Launch film of Tata Aria ‘Playing Strong’ :

Screen Shot 2014-10-14 at 4.34.20 PM

To view the print work, click here.

Client : PT Tata Motors Indonesia
Agency : The Thinking Machine, Jakarta

Tata Motors (Indonesia) : Tata Safari Storme – Play Strong 30″ TVC

To launch Tata Motors in Indonesia, the 39th player in a highly competitive automobile market, it was imperative to find a product differentiator that would resonate with the locals. In a market dominated by Japanese cars that are known to be lightweight and therefore perceived to be ‘less secure’, the ‘strong and sturdy’ attributes of Tata vehicles would help gain good groundspeed.

The big idea : PLAY STRONG.

What is Play Strong?

1. Play Strong is a belief. It is a testament of Tata Motors as a strong company that builds strong cars and creates strong relationships. In today’s competitive world, it is a fact of life that is reflected as an affirmation of purpose from the company.

2. Play strong is an attitude. It has a high desirability quotient from a customer’s point of view. It brings competitiveness to the forefront and challenges life as champions do.

3. Play Strong is centered on the emotional but built on the rational. It answers why Tata Motors builds strong cars and tests them in adverse conditions. Because the lives of people in our cars, matters above all to us.

4. Play Strong is a valuable property. It has the potential to make Tata Motors richer in the consumer mind space, as these two words evocatively substantiate why the company is in the business of making strong cars.

Launch film of Tata Safari Storme ‘Playing Strong’ :

Screen Shot 2014-10-14 at 4.17.37 PM

To view the print work, click here.

Client : PT Tata Motors Indonesia
Agency : The Thinking Machine, Jakarta

World of Titan : Wedding Collection

To spice up sales at World of Titan, the official store of Titan watches, we planned a wedding collection aptly named VIVAHOTSAV and created an identity for this promotion.

The concepts revolved around the various aspects of Indian marriage celebrations when family and friends come together, rituals are followed to the T and the womenfolk apply customary henna.

Here are 2 print ads and a poster, all in Hindi.

Ad 1 : Rituals

WOT1

Ad 2 : Family

WOT2Poster : Deeper the henna’s colour, deeper the love. (are you counting watches?)

poster

Client : World of Titan
Agency : Bates 141