Tata Motors association with IIFA has helped garner overwhelming response. Tata Zest was featured at the event in Tampa Bay and the avenue was further explored through digital activation for Bollywood enthusiasts, reporting 58 million impressions, and 5,500+ registrations.
Zestful Bollywood Pilgrimage offers yet another platform for Tata Motors continued effort to connect with customers and strengthen brand association. Zest compact sedan from Tata Motors was first previewed during Auto Expo 2014 week.
Zestful Bollywood Pilgrimage contest was initiated on 4th June 2014 through Facebook and reached 1.1 million people. Participants needed to identify 5 iconic Bollywood locations, followed by creating a Bollywood scene featuring Zest as lead star.