Tata Safari: #BraveTheStorme

Deepak Gopalakrishnan

Campaign details

Brand owner: Tata Motors
Agency: OgilvyOne Worldwide
Brand: Safari Storme
Country: 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 ROI of an incredible 178,750%.

This had been made an even bigger challenge because the brand had been out of mind and out of sight for years, while audiences had moved on to glitzier models.

Market background and business objectives