Challenging Conventions: Tata Altroz iCNG’s Awareness Campaign’s Triumph Against Stereotypes

Introduction

In the automobile industry, Tata Altroz iCNG has emerged as a trailblazer, embarking on an exhilarating mission – redefining perceptions of CNG cars and tackling boot space limitations. No longer confined to dull and inefficient stereotypes, The new model- Altroz iCNG, a groundbreaking twin-cylinder CNG is designed to offer an incredible driving experience with the added luxury of a sunroof – a first for any factory-fitted CNG hatchback. 

As a key player in the Indian market, Tata ventures to revolutionize the concept of CNG cars with this awareness campaign.

Challenge

Campaigning Tata Altroz iCNG as one of the best cars poses a significant challenge. Here’s why:

• CNG cars are perceived as dull and inefficient. 
• They are believed to be less competent in terms of performance and utility. 
• Their constrained boot space positions them below the standards set by their fuel-powered cars. 

The brand’s challenge lies in dispelling these misconceptions and propelling the Altroz iCNG to new heights of acclaim and admiration. 

Solution

To overcome this challenge and convey this message, AndBeyond.Media and Omnicom Media Group’s joint collaboration built a campaign that showcased the Altroz iCNG’s unique selling points. 

Shift in positioning

To position the Altroz iCNG as a game-changer in the CNG segment, the teams focused on highlighting the car’s advanced technology, top-of-the-line features, and remarkable boot space. The campaign was driven by the compelling objective to create an awareness campaign showcasing the impressive boot space of their twin-cylinder CNG car. 

Storytelling Approach

To sway consumer perceptions,  AndBeyond.Media and Omnicom Media Group crafted a compelling custom Innovation ad for Tata Altroz iCNG. They realized that Tata must leverage innovation ads with impactful storytelling, and credible endorsements to establish the Altroz iCNG as a compelling choice in comparison to traditional fuel-powered cars.

To dismiss the prevailing notion, it was essential to give an insight into the futuristic design of Tata Altroz iCNG. With the storytelling approach, the campaign was not able to achieve that but it built a communication with the audience through compelling visuals and precisely showcasing how this CNG car is competent with fuel-powered cars. 

The ad showcased three luggage pieces loaded into the car’s boot, intending to captivate the audience with a surprise twist. As the ad unfolded, viewers discovered that the Altroz was, in fact, a CNG variant, yet it boasted remarkable boot space. This innovative strategy aimed to challenge the conventional belief and highlight the efficiency of the Tata Altroz iCNG.

AndBeyond.Media leveraged various platforms and channels to distribute the campaign and to reach targeting audiences most likely to resonate with the message, ensuring optimal engagement and impact. 

Results 

The Tata Altroz iCNG campaign by AndBeyond.Media achieved outstanding results. 

• The campaign garnered a staggering 5.8 million+ impressions, captivating a wide audience. 

• The average Click-Through Rate (CTR) soared to an impressive 0.58%, surpassing industry benchmarks. 

• Moreover, the campaign’s average engagement rate exceeded 8%, showcasing the audience’s deep interest and interaction with the ad.