Tata Motors has rolled out a campaign for its newly launched hatchback, Altroz.
Conceptualised by Lowe Lintas, the film looks to show the premiumness of the car. The protagonist is shown sweating it out before finally achieving 'gold' in the sport of Polo. This is linked to the 'Gold Standard' in hatchbacks, the Altroz.
The Altroz is part of Tata Motors' four BSVI norm launches. At an event in Mumbai, the car manufacturer also rolled out facelifts of the Tigor, Nexon and Tiago.
Speaking at an event in Mumbai, Mayank Pareek, president, Tata Motors, said, "We want Tata Motors to be the most loved auto brand in India. According to a Net Promoter Score done by Millward Brown, we were not too long ago given a score of -1. Now, we're at 23, so the love is going up everyday."
The Altroz has been positioned as a premium hatchback. The market share of hatchbacks in India is 49 per cent, of which 26 per cent come from premium hatchbacks, informed Pareek.
Vivek Srivatsa, marketing head, Tata Motors Passenger Cars, said, "The brief given to Lowe Lintas was to show the premiumness of the car. That was the conscious effort we had and that's why we chose the premium sport polo too."
On the sales expectations amidst a perceived slowdown in the auto industry, he added, "We have a five per cent market share and we are currently not worrying about the industry, but just worrying about ourselves. We're positive about the market too. There were quite a few uncertainties last year, but we're expecting sales to rise again around the festive season in 2020."
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Watch the films conceptualised by Leo Burnett here