A Sumo Presence

Tata Motors launched its new Sumo by making the best use of OOH. DDB Mudra Max OOH, the Outdoor specialist agency, was provided a brief to make both personal and commercial segment consumers aware that there is an all new Sumo variant (Sumo Gold) with a new powerful CR4 engine. The core communication objective of the campaign was to underline that the New Sumo has a really powerful engine and that the new powerful CR4 engine allows Sumo Gold to take on different (rough and tough) terrain with ease. Most of Tata Sumo’s TG lives in the Semi-urban centers and very often have to travel to work outside the city, which means travelling through difficult/unaccepted road conditions, small lanes, traffic jams, bad patches and other extreme situations. To target this group, it was essential to focus on the Tier 1, 2 and 3 markets. Hence, more emphasis was laid on these cities while planning the c a mp a i g n . Locations such as major entry and exit points, national highways, railway stations, religious destinations, bus stands, taxi stands etc were included so as to reach the potential customers at all possible touch-points. The media mix was selected in such way so as to optimize the impact. For markets where OOH options were not available, Wall-Wraps and wall paintings were done to increase the reach. Cut-outs and LEDs were installed in various markets to further enhance the appeal of the campaign. Considering the magnitude of the campaign, timely execution was a big challenge. Media locations spanned to include the far most corners of the country. Logistics (production, execution and maintenance) had to be kept on the edge to ensure a timely execution. Also, considering the time of the year when most other brands are active, it was necessary to stand out in the market. The campaign has reportedly given way to increased reach and impact