Tata Ace “Chhota Hathi” Campaign
01. The Challenge We Faced
Drawing on the Tata Ace brand’s trust and reliability, we developed topical creative digital ads, capturing significant interest and admiration.The beautifully conceptualized mascot ‘Chhota Hathi’ (Small Elephant), used moment marketing to create memorable, humorous moments, employing real-time, self-explanatory storytelling to secure mental engagement and drive product advantage. This series cleverly emphasized the Tata Ace brand promise, showcasing the vehicle’s compact size and superior strength.
Our task was to design and effectively utilize a mascot that would capture immediate interest from our audience, thereby enhancing the recognition of both the vehicle and the brand. The challenge involved crafting a compelling communication strategy for the category of small commercial vehicles – a sector often perceived as uninteresting.
02. Our Strategy
We designed the “Chhota Hathi” (Small Elephant) mascot, symbolizing the compact size yet formidable strength of the Tata Ace in carrying goods. We also created a series of digital advertisements featuring this mascot. These ads addressed contemporary themes such as sports events, the annual budget, Christmas celebrations, the wedding of Virat Kohli and Anushka Sharma, the milestone of 2 million Tata Ace sales, PNB, and other significant topics.
03. The Result We Achieved
The results we achieved were impressive. The seasonal content we released on social media platforms like Facebook, Twitter, and Instagram captured the audience’s attention and brought smiles to their faces. This not only raised awareness about Ace and ‘Chhota Hathi’ but also helped to endear these mascots to a wider audience across India, making them among the most beloved and popular in the country.
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