Racheal Lee
Sep 3, 2013

Tata Motors selects creative agency in Indonesia

JAKARTA - PT Tata Motors Distribusi Indonesia has handed the strategic and creative account for the launch of its vehicles to independent agency The Thinking Machine Indonesia.

Tata Motors selects creative agency in Indonesia

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.


Related Articles

Just Published

9 hours ago

'Laundrette': BBH's CMO on the ad that built the agency

Bartle Bogle Hegarty's global CMO reflects on the significance of the 1985 Levi's ad 'Laundrette', following the death of its star, Nick Kamen.

9 hours ago

Neil Christie to leave Wieden+Kennedy

Christie had been supporting the agency in Brazil, China, India and Japan as director of growth markets since 2019.

9 hours ago

Adidas and Nike sales plummet following boycotts

Both brands reported plummeting sales on China’s e-commerce channel, Tmall, in April.

9 hours ago

Software giant SAS launches biggest brand campaign ...

The analytics company is building awareness as competition heats up.