DDB Mudra Max OOH takes Tata Sumo Gold pan India

29 Mar,2012

By A Correspondent


DDB Mudra Max OOH carried a pan-India Out of Home (OOH) campaign for Tata Motors latest car- Tata Sumo Gold. The out of home campaign had commenced on February 28, 2012 and will conclude by the end of March, 2012. While the creative message of the campaign was ‘The Most Powerful Engine Ever’, its target audience are SEC A, B, those in the early 30s and living in the semi-urban and rural areas. The OOH campaign for Tata Sumo Gold is a pan India campaign spread over 200 plus markets. The OOH media vehicles used in each city were – Bill Boards, Unipoles, WallWraps, Walls for Paintings and BQSs.


According to the brief from Tata Motors, the main aim behind launching this campaign is 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. It allows Sumo Gold to take on different (rough and tough) terrain with ease.


Since most of Tata Sumo’s TG is said to live in the semi-urban centres and that they mainly travel to outside the city to work, one of the strategies was to project Tata Sumo Gold as the vehicle that is adaptable to all kinds of roads and any circumstances. Hence whether it is travelling through difficult and bad roads, small lanes, traffic jams bad patches and other extreme situations, Tata Sumo Gold helps one travel with ease.



Locations such as major entry and exit points, national highways, railway stations, religious destinations, bus stands, taxi stands etc were incorporated so as to reach the potential customers at all possible touch-points. For markets where OOH options were not available, Wall-Wraps and Wall painting were done to increase the reach. Cut-outs and LEDs were also installed in various markets to further enhance the appeal of the campaign.


Ashesh Dhar, Head-Utility Product Group, Tata Motors said, “The new Tata Sumo Gold is a result of extensive consumer studies and field tests. The product has been designed to fulfill various requirements, long-awaited by the new generation customer. At the heart of every Tata Sumo Gold, lies a growling engine that thumps out vicious power. The Tata Sumo Gold goes a step ahead in putting the reins of power in the customer’s hands that suits his driving experience, delivering the best-in-class acceleration, power and an excellent torque aided pick-up and pull power. To communicate this message, DDB MudraMax OOH really helped in reaching out to the nooks and corners of the country with the traditional and unconventional outdoor spread.”


Arun Rogha

Arun Rogha, Group Account Director, DDB MudraMax OOH said, “It was a daunting task to execute a campaign of such a magnitude. While ensuring the optimum geographic spread we all had to take care of the intensity in each market. Strict Roll out schedule along with streamlined logistics helped us keep a check on the timelines. We had to live upto the benchmarks set by the previous launches of Tata Aria and Tata Sumo Grande. Tata Sumo Gold launch was more important considering the TG we had to reach to, throughout the country.”


Adille J Sumariwalla, Head, DDB MudraMax OOH said, “Tata Motors have been the pioneers in the UV market in India. With the launch of the new Sumo Gold, we had to effectively communicate the new features and powerful engine, the car comes with. To effectively reinforce the message we had planned the media at important consumer touch points. Creative and Medium led innovations were also executed in important markets to break away from the clutter.”


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