Rediffusion Y&R has won the creative duties of Tata Motors' new Revotron range of petrol engines, following a multi-agency pitch. The agency has worked with Tata Motors in the past, and created campaigns for brands such as the Tata Nano.
The launch campaign for Revotron involved showcasing a ‘Revotron lab’ in five cities, attended by F1 driver Narain Karthikeyan. The ad campaign will feature the race driver too. The company’s to-be-launched Zest and Bolt vehicles will feature Revotron engines.
Neville Medhora, vice president, Rediffusion Y&R, said, “We are proud to have worked on something this revolutionary for Tata. We've done communication, which drives home the fact that this engine is actually capable of switching between modes (Sport, Eco and City) to maximise the driving experience. A three-in-one engine is what we call it. I can tell you that is pretty advanced technology."
Delna Avari, head - marketing communications, Passenger Vehicles Business, Tata Motors, said, “The Revotron 1.2T is a revolutionary petrol engine in its class and has a strong technology story to communicate. The engine has been designed and developed by Tata Motors with inputs from global technology partners to become India’s first 1.2L MPFi Turbocharged Petrol Engine and has been tested by none other than Narain Karthikeyan himself. We wanted to communicate this exciting story in a simple, easy-to-relate yet impactful way. We have been working with Rediffusion on several projects and are happy to work on the brand new Revotron engine. They will play a crucial role in creating a strong awareness with the new Revotron campaign.”