This is perhaps the most unique Automobile digital campaign that we’ve worked on, especially given the time it was created.
DraftFCB Ulka, the agency working on Tata Indica briefed us on the objective – Repositioning the Indica, Change perception from being a cab to a great option to upgrade in the small car segment.
The wonderful thing about this campaign was that it allowed us to do build a story using virtual characters. The brand manager, Gaurav Mishra deliberated on and then approved the idea of creating – A young couple, ‘Andy & Leela’, who meet, date and fall in love with each other and the Tata Indica Vista.
The story was told through a comic, a FB app an animated Viral film and an interactive game. While this Automobile Digital campaign was perhaps a bit ahead of its time, it was a trend setter that many brands emulated.