Tata Motors collaborates with Jack in the Box Worldwide to create a unique social campaign

15 Mar,2017

By A Correspondent


On the  March 7, TAMO, Tata Motors’ sub-brand, launched RACEMO, a two-seater, fully connected, sports coupe at the 87th Geneva International Motor Show.Meanwhile, in the digital sphere, Jack in the Box Worldwide in collaboration with TAMO launched a one-of-a-kind guerrilla activity to build intrigue and hype around the launch.


Said Kaizad Pardiwalla, President, Jack in the Box Worldwide, on the campaign: “Our brief was to create tremendous hype and fan following for the car prior to its launch. However, we couldn’t reveal the name of the car, show the car, talk about the brand, or even reveal the fact that it was a car at all. A challenging brief like that deserved an out of the box response. That response was Cemora – a girl who took social media by storm.”


Added Sujan Roy, Head Marketing, Passenger Vehicles – International, Tata Motors: “This was our first association with Team JITB. From our initial interactions, we found that the team has a deep and fundamental understanding of the digital medium and how to leverage it for maximum effect for the task at hand.”


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