Spied - IAB reader spots Tata Zest with creative newsprint camouflage

16/05/2014 - 14:32 | ,  ,   | Shrawan Raja

Tata Motors may be done with showing the Tata Zest at the 2014 Auto Expo, but the interest on the Tata car is the highest since the Nano. This is reflected on the views and responses that spyshots of the must-succeed Tata receives on portals, fan pages and enthusiast forums.

Tata Zest camouflaged test mule spotted in Pune
Tata's marketing team is trying a new strategy to create a pre-launch hype for the Zest.

Tata will introduce the Zest in the next two-three months and to drum up further attention, the company is camouflaging mules with newsprint bearing the car's name in its actual typeface. This would prompt onlookers to 'Google' the car and find out more on it.

BMW India had newsprint disguise on the 3 Series dealer vehicles/test mules and used QR code technology that led to the teaser page of the car. Imaginably more companies would take to such creative camouflage as the internet has replaced every other medium to spread the word about an impending launch, or to create any kind of marketing hype.

Tata Zest rear camouflaged test mule spotted in Pune
The Zest is Tata's second sub-4m sedan and will take aim at the Swift Dzire and Honda Amaze, cars that have weathered the market slowdown.

The Zest would be the first diesel automatic car in the B-Segment, as it has been announced with a 1.3-liter diesel engine matched to an AMT. The engine will make 90 PS and 200 Nm of torque. The petrol engine meanwhile is a turbocharged 1.2-liter in-house mill producing 85 PS and 140 Nm of torque, and comes with a 5-speed manual transmission.

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