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...