Mumbai: Tata Motors today announced a TV campaign comprising a ‘Mini-Series’ of TV Ads, that hinges on the story of ‘Love At First Drive’. After an extremely successful partnership last season, Tata Motors will showcase its newly-launched, flagship SUV –Harrier, at the vaunted tournament this year.
Commenting on the campaign, Mr. Vivek Srivatsa, Head – Marketing, Passenger Vehicles Business Unit, Tata Motors, said, “The first year of our association with the IPL proved to be a game changer for our much celebrated, compact SUV, the Tata Nexon which won many hearts and is now one of the leading players in its segment. We are confident that the 12th season of the IPL will be much bigger in terms of viewership and spectators at the stadiums. Through the ‘Love at First Drive’ campaign for the Harrier, we want to capture the audience’s attention in a manner that is both clutter breaking and eye-catching. Furthermore, Siddhant and Fatima embody the spirit of the Harrier and lend their individual style and appeal to the campaign. We are confident that the TVCs will project the right imagery for the Harrier and will help the brand to capture the imagination of a billion plus audience, just like the IPL itself.”
Speaking on this campaign, Mr. Anuraag Khandelwal, ECD, 82.5 Communications from Ogilvy Group, Mumbai said, “The Harrier is one outstanding SUV. We wanted to do something disruptive. Not only in the category but across categories. So, we came from a simple observation, that when one saw the Harrier, one fell in love with it. More so after test-driving it! Hence the idea #LoveAtFirstDrive.”
To get a glimpse of the first TV Ad of the Mini Series click here: