Tata Motors
Insight:
India is multilingual, multicultural, and aspirational.
But while consumers dream premium, most automotive campaigns still speak in Hindi or English—leaving a gap in relatability.
Tata Motors identified the opportunity to make Altroz not just a premium hatchback, but a personal lifestyle choice—by communicating in the languages people live, dream, and celebrate in.
Approach:
The campaign was designed to showcase Altroz as premium yet personal, by leveraging vernacular creators to narrate the story in their own cultural contexts.
Creators: 6 regional creators across languages like Marathi, Gujarati, Bengali, Assamese and more.
Content Strategy: Blend of lifestyle-led storytelling + feature highlights.
Narrative Lens: Instead of showing specs, creators integrated features into everyday aspirational moments—making premium features feel lived, not advertised.
Activity:
Product Focus: Key features positioned as lifestyle enablers.
Voice-Assisted Sunroof
Midnight skyline escapes, café-hopping Sundays
HARMAN Infotainment System
Road trips, podcasts, late-night music sessions
Digital Cluster
Navigation + mileage for city commutes
360° Surround View Camera
Easy maneuvering in tight lanes and parking spots
Luminate LED Headlamps & DRLs
Pull-up-in-style at night-outs
Infinity LED Tail Lamps
Cinematic walkaway shots post drives
6 Airbags Standard
Safety made aspirational for families & young couplesContent Format: Instagram reels crafted in regional languages.
Markets: Pan-India, with strong presence in metro + Tier 2 markets via vernacular creators.
Creator Mix: Lifestyle + regional influencers with strong cultural resonance.
Campaign Metrics:
Instead of pushing features in a one-size-fits-all campaign, we let language and culture lead the way.
By empowering regional creators to live with the Altroz in their own stories, we transformed premium positioning into something deeply personal and relatable.
The result? Altroz became more than just a hatchback—it became the premium car that speaks your language.