Campaign details

Brand: Tata Ace Mega XL
Brand owner: Tata Motors Limited
Lead agency: Rediffusion
Contributing agencies: Havas Media
Country: India
Industries: Vans, Trucks, RVs
Media channels: Content marketing, Gaming & in-game advertising, Mobile & apps, Online display, Social media
Budget: Up to 500k

Executive summary

Tata Ace Mega XL was the new variant of a mini-truck with 15% extra load capacity – but how could we communicate this online?

The brand found an interesting way of conveying such a physical benefit on the virtual medium: it made the universally recognised buffering icon its vehicle and reached out to truckers who spend most of their time on-the-go watching videos online.

As a result, the brand overshot all KPIs and industry benchmarks: created nearly 80 million impressions, lowered its CPL to nearly a quarter of the industry benchmark, and recovered 15 times the media investment.

Market background and objectives

India: where trucks drive the economy