Tata Altroz: A Car That Sells Itself

Team MullenLowe Lintas Group

Automotive manufacturers, Tata Motors, developed an AI-powered voice bot to guide potential car buyers through the purchase funnel in India.

Campaign details

Brand: Tata AltrozBrand owner: Tata MotorsLead agencies: MullenLowe Lintas Group, IndiaContributing agency: Oriserve (technology development partner)Market: IndiaIndustries: Mid-size, large family carsMedia channels: Events & experiential, Newspapers, Online video, Public relations, Voice, chatbotsBudget: 1 - 3 million

Executive summary

We had always used linear marketing models to define user journeys and plan intervention points for brands, however users were comparing not just price or performance, but almost everything based on their own decision frameworks. They continuously sifted through multiple data points and sources in...

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