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This BTL campaign was designed for TATA Motors for their SFC 407 Pickup & LPT407 FE. The Nashik market was not a very good market for them as Mahindra Bolero captured the market, and this campaign was a head-on campaign with Bolero Pickup.
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We have planned the strategy in which we have shown the merits of using a bigger vehicle which in terms gives you better benefits than using a smaller one with investing a little more.
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Underemployed and unemployed youth aged between 21 and 35 see running an SCV/LCV as a viable means of self-employment.
Large agricultural families, who could invest in an SCV/ LCV as a second source of income for the family.
Shopkeepers and small businesses that could use these vehicles for captive and third-party transport of goods and people within a 10–50-kilometer radius.
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A solid operating team for continuous operation.
Enquiries and conversion
Solid quality database
Relationship building
Brand building
This campaign was planned to attack the segment of SCV Mahindra pick-up on the ground of loaded features and value at approximately the same price. Tata 407 pick-up has a lead on many attributes considered by buyers. Tata 407 pick-up seems to be the best proposition compared to its rival.
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We came up with the idea “Bada hai sabpar bhaari” to attack the segment of SCV Mahindra pick-up on the ground of loaded features and value at approximately the same price.
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We set up the Tata Mahotsav and branded vehicles.Â
Van and tempo ran in the target areas to make people aware of the vaahan Mahotsav.
Additionally, the team directly contacted the target audience for lead generation.
Pamphlets, leaflets, and freebies were distributed for effective engagement.
Not only this to attack competitors but free competitor vehicle checkup was also done.
Posters were also applied at various locations to generate missed calls.
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The entire setup of the van and one-to-one connection generated a lot of word of mouth in the mandi, which attracted many more farmers to attend the show. Invites also used to be distributed to increase the footfall at the show.
Van used
Hot and mild leads generated
Total mandis covered
Total farmers touched
Total days
Missed calls received
We at Ascent have been in the strategic brand & marketing consulting business for more than 20 years, working with reputed brands right from MNC to national and regional ones catering to multiple product categories like Agri input, Agriculture, Automobile, Consumer Durable, FMCG, Financial, Health, Industrial among the major ones.