|Category||A03. Cars & Automotive|
|Title||BUILD A DREAM CAR|
|Product/Service||TATA ARIA |
|Entrant Company:||EXPERIENCE COMMERCE Mumbai, INDIA|
|Advertising/Web Design Agency:||EXPERIENCE COMMERCE Mumbai, INDIA|
Tata Motors invested 10 years to build their first luxury car, ARIA. A car lover's delight, Aria has design touches from Jaguar-UK, and safety features that meet European standards. But would India accept a luxury offering from Tata Motors?
Absolutely. If India met the car before the brand.
We created a virtual garage where car enthusiasts could build the car. 25,998 enthusiasts assembled it from scratch, interacted with others, and realized the sophistication of the unnamed car. After 20 days, we announced the brand and the car launched.
17,212 test-drives were booked within 3 months. India had embraced the Aria.