The appointment was made after a pitch called in April, which involved two other undisclosed agencies. McCann Worldgroup is the incumbent.
Biswadev Sengupta, president director at Tata Motors Indonesia, noted that the country is an emerging automotive market with significant sales potential, driven by rapidly growing numbers of middle class consumers who are continuously looking for smart mobility solutions.
“The country’s economy also posted positive and consistent growth in the last eight years,” he added. “We are looking at Indonesia as a growth market and have a long-term plan for the market.”
Rajiv R. Menon, chief creative officer at The Thinking Machine, meanwhile, said it was important for a new player like Tata Motors to challenge communication conventions in the Indonesian market to just get noticed, in a market dominated by Japanese brands for half a century.
The Thinking Machine announced its establishment in Jakarta early last month.
Tata Motors is India’s largest automobile company, with consolidated revenues of US$32.5 billion in 2011/2012. With presence in more than 125 countries and 8.5 million vehicles on the road, Tata Motors Indonesia is planning to launch more products in the Indonesia market.