Tata Motors has announced the launch of a new ad campaign for the Tata Harrier that will be aired on digital platforms during Vivo IPL 2019.
The company will release a 'mini-series' of TV ads that will be centred around the theme of 'Love At First Drive'. The company has roped in Bollywood actors Fatima Sona Sheikh and Siddhant Chaturvedi to feature in the latest commercials. The manufacturer has even released the first TVC, which has been titled 'The Hitch', and features Fatima.
As an official partner, the Tata Harrier will be put on display across all the participating stadiums. Tata Motors will even award the batsman with the highest strike rate in every match with the 'Harrier Super Striker' trophy. The 'Harrier Fan Catch' award of INR 1 lakh will be given to the fan who takes a single-handed catch of a six during the match. The 'Harrier Super Striker of the Season' will drive home an all-new Tata Harrier, while the fan who wins the most popular Harrier Fan Catch of the season will drive home a Tata Motors car.
The Tata Harrier went on sale in January this year and becomes the first vehicle to be underpinned by the company's OMEGA architecture. It is currently available in a price range of INR 12.69-16.25 lakh. It's powered by an FCA-sourced 2.0-litre Kryotec motor that outputs 140 PS and 350 Nm. The motor comes mated to a 6-speed manual transmission.
Commenting on the campaign, Mr Vivek Srivatsa, Head - Marketing, Passenger Vehicles Business Unit, Tata Motors, said:
The first year of our association with the IPL proved to be a game changer for our much celebrated, compact SUV, the Tata Nexon which won many hearts and is now one of the leading players in its segment. We are confident that the 12th season of the IPL will be much bigger in terms of viewership and spectators at the stadiums. Through the ‘Love at First Drive’ campaign for the Harrier, we want to capture the audience’s attention in a manner that is both clutter breaking and eye-catching. Furthermore, Siddhant and Fatima embody the spirit of the Harrier and lend their individual style and appeal to the campaign. We are confident that the TVCs will project the right imagery for the Harrier and will help the brand to capture the imagination of a billion plus audience, just like the IPL itself.