Another respectable win for a new start-up agency. Kept the Indian Ambassador’s faith in advertising and promotions alive, while keeping Indian arts, craft and cinema resonant with the Indonesians.
The site for Tata Motors in Indonesia is a reflection of the company’s ideology, heritage, values and commitment to quality – hallmarks of the Tata marque.
Though a global automobile giant, Tata Motors was an unknown entity to most Indonesians. A year before the official launch of their vehicles in September 2013, in true Tata style, the familiarisation seeds were sown with INSPIRAKSI (Bahasa for ‘Inspiration Leading to Action’), a social initiative to better people’s lives.
Later, launching with the powerful PLAY STRONG idea, a multimedia campaign helped set the tone for Indonesia’s newest automobile player to gain mileage in the collective minds of their peoples.
Within 10 months post launch, the company was ranked 19th among 39 players in one of the stiffest automobile markets in the world.
Client : PT Tata Motors Indonesia
Agency : The Thinking Machine, Jakarta
