Make A Wish That Lasts Forever - Tiago NRG iCNG

Tata Motors' Brand Tiago was to launch a new Tiago NRG iCNG variant in the market by the 3rd week of November. To set context, Tiago NRG was first launched in 2018 followed by a revamp 2.0 launched in August 2021 - it was positioned as the urban toughroader owing to its dual nature i.e. made for both city and off-roading. A few months later, Tiago launched it's iCNG technology, India's most advanced CNG technology, with Tiago iCNG as it forayed into the CNG market; Tiago was now available in Petrol and CNG variant.

With the launch of Tiago NRG iCNG, Tiago's toughroader version - 'Tiago NRG' will now be available in the CNG fuel option. A match made in heaven, Tiago NRG with the iCNG will add way more miles to adventures and journeys than one could even imagine and that too without burning a hole in one's pocket. Tiago NRG iCNG was everyone's dream - India's First Toughroader CNG.

And with the Tiago NRG iCNG launch just a few weeks away, the objective was to tease the audience about the upcoming launch campaign. We identified the date 11.11.22 as the perfect opportunity to leverage and build curiosity amongst the audience by combining the power of two different topical communications into one; First being the date 11.11 which is considered an auspicious and lucky day to make a wish to be fulfilled and come true, while second being Marvel franchise's trending nation-wide release of Black Panther #WakandaForever on the same day 11.11.22. While the visual strongly hinted at the trending film, the communication urged and teased the audience to make a wish that will keep them 'NRG-etic Forever'. The impact of the art can be directly derived from the fact that the post saw the engagement numbers spike with more than 500% increase (when compared to the performance of any other post in the last quarter). A Teaser post outperformed the umpteen launch communications on the handle for the first time ever.