carandbike Awards 2022: Best Innovation And/Or Integrated Campaign Winner (4-Wheeler)- Tata Motors

It is the 17^th year of India's most credible automotive awards, and like always, we surely made this one a memorable experience for all the participants in various categories, be it in the products fight for the best car/bike from 2021, or the tussle between the internal communications and PR agencies of these reputed brands. As always, the Marketing, Communications & PR rounds took place earlier this month, with an avalanche of entries for all the categories. In the Best Innovation And/Or Integrated Campaign category for 4-wheelers, it was the team from Tata Motors to bag the top honours for their #Darkrules campaign, followed by Team Hyundai Motor India for its Hyundai i20 N Line launch campaign.

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The Dark Edition cars include- Tata Nexon EV Dark, Tata Nexon Dark, Tata Harrier Dark, and Tata Altroz Dark.

The brief for this category was simple. The teams were to present a complete end-to-end creative idea behind advertising or a marketing campaign for a brand or product, with an explanation of the theme, the objective, and the result. All this had to be completed in 3 minutes with a 1-minute buffer, after which 2 minutes were provided for any follow-up questions. From more than 15 entries, the #Darkrules campaign from Tata Motors caught the attention of our jurors, for their well-executed media coverage for the Dark Edition of cars across various platforms. The campaign garnered more than 6.72 million viewers and registered a whopping 2.2 million views, including TVC, and through various social media platforms. Additionally, this resulted in robust pre-bookings for the Dark Edition cars, which include- Tata Nexon EV Dark, Tata Nexon Dark, Tata Harrier Dark, and Tata Altroz Dark.

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The team from Tata Motors had divided their campaign into three parts. The Part A of the plan was to create noise on various social media platforms, but with a twist. To announce the arrival of the Dark Editions, the company wiped out more than 5,000 posts from their various social media platform and made it look like the official handles were hacked. Building on the hype of an apparent hack, the company announced the arrival of the Dark Editions and unveiled the entire range of products, which was Part B of the plan. And finally, the Part C of the plan involved a Twitter banter between celebrities, such as brand ambassador and Indian cricketer, KL Rahul. Various contests were conducted on social media platforms, to encourage potential buyers to embrace the Dark Edition.

The campaign garnered more than 6.72 million viewers and registered a whopping 2.2 million views, including TVC, and through various social media platforms.

This year too we had a distinguished panel of industry experts who were part of the jury, and you know they are a distinguished lot when they're people like Anita Sharma - Public Relations and Marketing Veteran, Pallavi Singh - Marketing Veteran, Dolly Tayal- Head – Creativity & Integration, Ashish Chakravarty - Executive Director and Head Of Creative - India, McCann, Rohit Ohri- Group Chairman & CEO, FCB India, Nitesh Gandhi- General Manager - JW Marriott New Delhi Aerocity Cluster General Manager – Rajasthan, and Siddharth Vinayak Patankar.