Wizcraft has taken the recently launched Tata Tiago to virtually every household in Mumbai, Delhi NCR and Bangalore, and executed India’s first Virtual Drive experience with possibly the lightest and most cost effective Tiago Virtual Drive Gear. The free basic virtual reality (VR) set arrived in homes as part of the four-page ad supplement with the April 12 edition of a leading English daily and brought to life a never-before experience for the masses of India.
Wizcraft came up with this idea of storytelling by combining simple technology with the right creative inputs, and backed it with a whole lot of courage and conviction to create this virtual reality experience that gave the consumers an innovative and immersive drive experience.
The virtual test drive experience reaffirms one of India’s leading conglomerates, Tata Motor’s philosophy of #madeofgreat and embodies their three brand pillars; Pioneering, Cool and Trustworthy. With the #madeofgreat campaign Tata Motors has charted a new course in its brand building and transformation journey. The company continues to roll-out compelling campaigns with an aim to bring its consumers closer to the brand. Taking forward the spirit of innovation, this experience was indeed one-of-a-kind exploration of Tiago’s innovative and design language with driving dynamics to address the evolving personal consumer segment.
This innovation provided over 2 million consumers a chance to step into the virtual world for a quick test drive of Tiago, the new zippy car from Tata Motors. Created using 100 tonnes of quality recyclable paper, a delicate weight to size ratio, multiple rolls of 3M gumming, 5 million + lenses and 250 revisions later, the 2000 strong workforce delivered the Tiago Virtual Drive Gears - ready for shipment. This unparalleled feat, which resulted in an experience India would never forget, was attained within a short span of 20 days. Tata Motors along with its partners, SOHO SQUARE, LODESTAR, WIZCRAFT and PAPERCATS rolled out this campaign in a cool manner, which connected with the key consumers innovatively.
Commenting on this path-breaking idea and its execution, Mr. Sandeep Mehta, Vice President, Wizcraft International Entertainment said, “Crafting memorable experiences is at the core of what we at Wizcraft do and it is our constant endeavor to push the envelope and stretch our creative and executional capabilities to the maximum. For this first-of-its-kind Tiago Innovation, we had one single goal in mind - to make it relevant to the young consumer base that the brand is targeting and also to build on the brand values. The Tiago VR Gear has successfully achieved all this and much more. The gear was completely indigenously designed and manufactured in India under strict quality guidelines and is perhaps the first VR Gear to be distributed at such a mass scale. We have truly brought reality into virtual reality for the masses and are extremely proud about it.”
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