Tata Motors is one of India’s leading Automobile giants with an annual turnover of $42 Billion. The company is involved with manufacturing and marketing of several auto products right from heavy vehicles, light commercial vehicles and passenger vehicles catering to several segments of the market. Tata Motors approached YOUNG to brand their global sales motivational programme with the objective of meeting a pre-decided target of 1, 00,000 vehicles within a span of 12 months.
Our team worked with TATA MOTORS (International Division) to first identify the core objective of this theme based campaign. To keep it sharp and focused, we created an identity that was unique and had an immediate recall of achieving a sales target of 1, 00,000 vehicles. The logo smartly connoted a common objective for the global sales team by calling itself “1, 00,000 Together”. Several other communications were created in tandem to build team spirit and togetherness through posters, AV and on event back drop and promo material. A series of emailers were sent to each of the international team member with messages of how mammoth task can be achieved by working collectively.
Exposure of the target within the branding enabled high recall of the number that the international team had to collectively achieve. It also created a strong bonding within the team. At the end of the year, the international team achieved and marginally surpassed the collective target for the international division.
Naming, Branding, Event Concept, Backdrop, Motivational Posters & Emailers
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Once confined to branding, communication & production development, design thinking has become central to strategy today. In the past 5 years, we have worked with several large, medium and small companies. In our role as a Creative agency, we were not limited in our thinking to only branding and communication. Our philosophy was to take a holistic approach to a client “How to use design thinking to make great things actually happen”. So here are a few nuggets of how one can differentiate a parity product through design.