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
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.