AdStrat: Tata Manza – a class apart

28 Oct,2012

Kartik Smetacek, Creative Director, Draftfcb Ulka


Name of the Campaign/Ad: Tata Manza – Membership is open.


The Brief: The brief was to bring the exclusive image of Manza and showcase how the sedan is ultimate in luxury and elevates overall driving experience.


Research insights: Taking forward its luxurious lineage, the new Manza has been positioned as ‘The Club Class Sedan’, to build brand aspiration and elevate the sedan as the ultimate in style and luxury.


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The thought process behind the creative: The new Manza seeks to occupy the polestar position in its category. So while the task was to announce the new news, it was also to clearly, unambiguously move the Manza to its stated new positioning – the club class sedan.


Media vehicles chosen: Ranging from popular television channels, to print, outdoor and online, the 360-degree campaign endeavours to maximize the experience of Club Class at various touchpoints.


Key issues kept in mind while executing the ad: The TV campaign created by Draftfcb Ulka shows a young couple inside a club and draws a parallel between the experiences of an elite club with that of the new Manza. The analogy brings alive the new Manza’s contemporary styling, its tastefully designed interiors and advanced features, truly befitting the title of Club Class.


What is the differentiating factor about the ad? The simplicity with which it conveys the proposition of owning a new Manza and the enhanced experience that it provides.


Client comment: Virat Khullar, Head – Sedan Product Group, Tata Motors,said, “The new Manza has been designed to meet the needs of the discerning customer. With the addition of class leading features like the first-in-class Touchscreen Multimedia Navigation with in-built GPS, Fully Automatic Climate Control and premium Italian Leather Upholstery as well as a host of exterior changes, there was a need to communicate how the new Manza enhances your overall experience and sets a new precedent for sedans in its class.”


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