Mumbai: The New Thing created a campaign for Tata Neu. It took the form of an entrance test that gets consumers admission into India’s biggest sporting event the Tata IPL 2024.
The agency said that in a digital arena and season saturated with marketing noise, most brands try to grab your eyeballs. The aim of this one is to have consumers scratching their heads.
The aim is to push ‘NeuCoins’, an IP of Tata Neu. T+A+T+A+N+E+U = 7. So the parties leant into it.
Named #7ForAReason, the launch messaging was deliberately ambiguous – ‘Find’ a 7 in your NeuCoin wallet and win a ticket to the Tata IPL 2024. This room for interpretation was all social media needed to do what it does best, misinterpret it the parties said.
Neel Chatterjee, strategist, founding member, The New Thing explains, “Social first campaigns mean you put social first. Put the audience in the driver’s seat. Let them do what they do best i.e. take it wherever they want. We knew three simple things 1. The contest payoff merits creative effort from you. 2. Flimsy contest rules is where you will showcase that creative effort 3. We’re going to reward you for it. #7ForAReason is about making you feel seen and heard, with IPL tickets as a sweetener.”
