Unique digital marketing from Tata Motors prior to Bolt launch

A day prior to the national launch of the Tata Bolt, the company has rolled out a unique digital campaign to create buzz for the all-new hatchback.

Apparently it is designed to pan out like a reality show, four highly popular Twitter influencers - Abhishek Asthana (@GabbbarSingh), Apoorv Sood (@Trendulkar), Rahul Nanda (@RahulNanda86) and Ashwin Mushran (@AshwinMushran) who cumulatively having over 91,000 followers have been appointed by Tata Motors for this digital campaign. The four influencers are enclosed in glass cubicles, and will try to get the symbolic Bolt key by generating digital buzz amongst their followers using #GetSetBolt.

The audience across Twitter, Facebook and other social media pages will follow their progress through a series of videos, updates from the Bolt brand page and the influencer’s Twitter handle. The influencer who manages to generate maximum buzz through their followers will be able to snatch away the Bolt key and will be a proud owner of the most dynamic hatchback. The winner will be announced on January 22^nd as the company launches the bolt nationally.

 Delna Avari, Head - Marketing Communications, Passenger Vehicles, Tata Motors, said “With the Bolt, we are all set to create benchmarks in the industry and our marketing objective behind this unique digital campaign is to bring another innovation from Tata Motors in the digital space. This approach allows us to truly engage with our target audience and establish the brand even ahead of its launch.”

The campaign has been conceived and executed by DigitasLBi India.