Tata Altroz: A car that sells itself

Tata Altroz, an automobile brand, used a voice-based chatbot to establish itself as a challenger brand in India.

Campaign details

Brand: Tata AltrozAgency: MullenLowe Lintas GroupRegion: APAC

Strategy

Objective

When you consider a new launch from a manufacturer you don't have a previous association, There are lot of questions and clarifications, unfortunately there were not many people in the universe, yet, to credibly answer that for Altroz. A typical dealership visit and test drive in India is hardly capable of doing justice to a car that has whole lot of never before seen features and our apprehension was that consumers simply will not be able to really see why Altroz is truly the...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands