Client Tata Motors
Brand Tata Tiago
Entrant Maxus
Scale & Location The work released on Youtube and TVF Play to reach out to an audience who are more keen on consumption on digital than on any other platform
Solution We partnered with TVF, India’s biggest youth content creator, to co-create a web-series ‘Tripling with Tiago’. The story line was scripted to encompass three siblings e.i. the target groups for Tiago i.e. Young Professionals, out of college & newly married. Tiago was featured as a fourth character which enables these siblings to take an unforgettable, unplanned road trip, to meet their parents.
Insight Our audience classification showed three distinctive type of youth- out of college, first jobbers and newly married couples. Their behavioral analysis revealed that 80% prefer digital content over TV and they looked upon car not just as a consumer durable which gives materialistic benefits but also as an enabler of the special moments in their lives’.