Susie Sell
Aug 14, 2012

Tata Motors selects McCann Worldgroup for Indonesia launch

JAKARTA –Indian automotive brand Tata Motors has selected McCann Worldgroup Indonesia to support its corporate launch campaign in the market.

Tata Motors selects McCann Worldgroup for Indonesia launch

McCann Worldgroup Indonesia will support Tata Motor’s launch campaign in Indonesia, slated to start next month. The aim is to build Tata Motors into a leading brand name in the market.

The business was awarded to McCann Worldgroup after a competitive pitch against five multinational networks and one local agency.

The Indonesian car market is showing healthy growth, with sales potential driven by rapidly growing numbers of middle-class consumers.

Auto sales were up 26 per cent in the first seven months of 2012 compared with the same period last year, with a total of 960,000 sales expected for the year.

Biswadev Sengupta, president director of PT Tata Motors Indonesia, said the automotive brand is looking “very seriously” at Indonesia and has a long-term plan for the market.

“Indonesia’s economy posted positive and consistent growth in the last eight years,” he said. “We need a strong and reliable creative partner to support us entering the market.”

Berndt Soderbom, president director for McCann Worldgroup Indonesia, said that although business units such as Tata Power are already operating in Indonesia, this is Tata Motors' first foray into the market.

Initial efforts will therefore focus on brand building, including communicating what the brand stands for and its corporate values, he said.

Soderbom added that the aim is to create an integrated campaign that uses all communication tools, including below-the-line and digital.

Related Articles

Just Published

4 hours ago

Yext throws it back to the ‘90s

The integrated marketing campaign spotlights outdated search technology with a side of nostalgia.

5 hours ago

Heineken reignites sporting rivalries ahead of Uefa ...

Campaign created by Le Pub, includes activations during the tournament across Europe, with support from brand ambassador and France legend Thierry Henry.

5 hours ago

Is spam-busting AI tech reducing amount of hate ...

Hate removal has spiked, but overall content deletion is down. Is spam-busting AI tech the answer?

2 days ago

Dentsu organic revenue declines 2.4% in 'encouraging...

Organic revenue fell 0.9% in Japan and 3.5% internationally in the first quarter, but overall underlying profit grew 20.8% as margins improved.