Racemo: The car that spoke for itself

This case study shows how car brand Tata Motors orchestrated a social media campaign that gathered millions of Indian followers without disclosing any details of its new car.

Campaign details

Brand: TATA RacemoBrand Owner: Tata MotorsLead Agency: The 120 Media CollectiveContributing Agencies: Jack in the Box WorldwideCountry: IndiaIndustries: Automakers & marquesMedia Channels: Content marketing, Online video, Social mediaBudget: Up to 500k

Executive Summary

Tata Motors, was launching the Racemo – a two-seater sports coupe. This car was an answer by the company to address the perception that it made boring and dated cars.

While the launch was slated for the 3rdof March at the Geneva International motor show, we had a...

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