By Inextis Events Pvt Ltd for Tata Motors Ltd
Zest – A word that connotes great enthusiasm and energy – exactly the persona Tata Motors had in mind when they launched the Zest. The aim was to rebrand themselves as a youthful and energetic brand in touch with the needs of today’s consumers. To understand and communicate with the millennial generation. Keeping the positioning in mind, objective was to connect with consumers in a meaningful yet stylish manner. To join in the conversation with consumers yet have fun while doing so. Being a key experiential and strategic partner to TML, Inextis had been working closely with them on various projects and the brand Zest in particular.
Hence a strong understanding of the brand ethos and what could be done to leverage it.
The driving force behind their concept is the idea of “Family” to help the brand evolve into an inclusive community where consumers and their vehicles could come together under the umbrella of shared experiences. How they bought their concept alive:
The TML brands BOLT & ZEST were already part of a pan India program called the Mileage Rally. Their key idea was to tie all these small-scale rallies together culminating into one big rally that would become a part of the INDIA AND ASIA BOOK OF RECORDS. Tech driven engagements were integral to highlighting the energy and youthfulness of the brand while also providing fun user generated content that could be amplified on social media. The audience experienced engagements like:
Racing tracks and much more, all of which were an instant hit with the TG. Inextis also shared a common goal with TML: The engagements needed to be not only innovative but shareable, amplifiable and most of all, fun for the Zest customer.
In order to bring their consumers into the Zest community, it was important to have a finale option where the audience could go from being passive spectators to fully involved participants – in other words, creating a feeling of being ONE family.
The core thought started from creating ONE rhythm together and resulted in creating the “Drums Cafe India” for the finale – where the audience came together and created a cohesive symphony – which, unsurprisingly, became one of the biggest highlights of the event.
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