Lodestar creates carpool karaoke for Tata Hexa

11 Nov,2016

By A Correspondent


Lodestar UM has created what is being billed by it as India’s first carpool karaoke with the star cast of the upcoming film Rock On 2 for Tata Motors’ Hexa, Lodestar UM Studios, the content division of the IPG Mediabrands agency, proposed the idea and the Hexa was rigged with 12 cameras to capture all angles of the fun and excitement within.


Said Nandini Dias, CEO, Lodestar UM: “This is a true example of a unique collaborative innovation by team Lodestar, where two big brands getting launched in November were brought together on the universally loved Music platform. The video captures the mood and the premium driving experience in the Hexa, which can also be called the music machine.”


Rock On 2 releases today (November 11) and bookings for the Tata Hexa are already open. “To take it further we urge consumers to create their own carpool karaoke experiences on Hexa and share it”, adds Dias.


Commenting on the association, Vivek B Srivatsa, Head-Marketing for Passenger Vehicle Business Unit (PVBU), Tata Motors Ltd, said, “Hexa appeals to customers for its design, driveability and comfort and with this association we will be able to connect Hexa even stronger with the customers.” Added Deepak Netram, Senior VP, Lodestar UM: “Rock On 2 is representative of the youth of the country that is passionate about music and motoring and thus it’s an ideal fit for Tata Hexa.”


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