Tata Spreads ‘Magic’ On ShareChat With Its Latest Digital Campaign

Social media has transformed the way India consumes content, regardless of whether the audience sits snug in the urbanscapes of New Delhi or the remote corners of rural India in Jharkhand. Hence, for Tata Motors to reach out to consumers for its innovative Magic Bi-Fuel van, it had to rely on some social media ‘magic’. 

India’s vast population thrives on a couple of popular social media platforms and one of those with a very high penetration in the semi-urban and rural audiences is ShareChat. The short video-sharing platform has spread its reach within the limited reaches of rural India, thereby offering an excellent in-road for Tata Motors to reach its desired audience for its Magic Bi-Fuel commercial van.

But this ad campaign had to stand out. The brand and its creative agency wanted at least 10 lakh shares to get the people talking. 

The campaign, therefore, went after what people on ShareChat love to share the most – greetings and wishes content.  

Tata Motors ShareChat campaign for Magic Bi-Fuel van

To make male users, the intended target audience for the innovative van, take notice, Tata Motors relied on ShareChat’s expansive reach and its user-friendly interface. 

The brand developed two highly engaging 8-second video advertisements showcasing the innovative Bi-Fuel technology of the Tata Magic van and how it could revolutionise the lives of commercial fleet operators. To help further the cause, a static Aston Band was also created to draw more attention. 

The campaign then went for another innovative approach when it came to reach. 

Instead of putting up the video as an advertisement on the feed, the campaign integrated these 8-second entertaining and informative videos within greeting and wishes content. Hence, every time someone shares greetings-themed content via other social platforms, ShareChat’s intuitive UI fuses the branded content and positions it ahead of the wishes or greetings. 

This multiplies the recall value of the Tata Magic Bi-Fuel commercial van and helps the brand to share the advantages of its innovative product with the masses, thus engaging in a more meaningful way – a way that resonates with Tata Motors. 

This innovative and exciting way of integrating branded content with shares allows an organic reach for the Tata Magic Bi-Fuel, thus helping the target audience to get further invested in Tata Motors’ passion for making the commercial van segment efficient and features rich.