Tata Safari: #BraveTheStorme

This case study tells how Tata Motors' Safari, a once-iconic SUV brand, relaunched in late 2012 to recapture a lost audience.

Tata Safari: #BraveTheStorme

Deepak Gopalakrishnan

Campaign details

Brand owner: Tata MotorsAgency: OgilvyOne WorldwideBrand: Safari StormeCountry: India

Executive summary

This case study tells how Tata Motors' Safari, a once-iconic SUV brand, decided to go for a relaunch in late 2012, braved a marketing storm and ultimately reignited the imagination of a nation. Due to certain restrictions they had to deploy a digital campaign without the aid of traditional media, but managed to create an activity that didn't just fill the gap but engaged a huge chunk of India's online population, leading to a campaign...

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