Tata Safari: #BraveTheStorme
Brand owner: Tata Motors
Agency: OgilvyOne Worldwide
Brand: Safari Storme
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.