Tata Motors launched the Tiago, targeting it mainly at the youth. With a host of fun features, Tata Motors wanted to showcase these features in a way that would resonate with their target audience, help them connect with the car & consider it as the first car they purchase.

Tata Motors launched the Tiago, targeting it mainly at the youth. With a host of fun features, Tata Motors wanted to showcase these features in a way that would resonate with their target audience, help them connect with the car & consider it as the first car they purchase.

An insight that stated, different people have different choices of music, gave birth to the idea of creating India’s first Co-curated playlist. Transforming this into reality was a challenge taken up by Maxus and Madhouse.

To execute this grand idea Tata Motors partnered with Guvera, a youth music app and created a special Tiago playlist on the app where users could add their favourite tunes. During the activity, the Tiago virtually toured all over India as the users would #FuelUpTheTiago by adding songs to the playlist and simultaneously helping the car reach its destination, by increasing its miles. Users could also access this newly created playlist on the Guvera app and tune in. A handful of users who achieved maximum listenership were gratified with Harman speakers.

An insight that stated, different people have different choices of music, gave birth to the idea of creating India’s first Co-curated playlist. Transforming this into reality was a challenge taken up by Maxus and Madhouse.

To execute this grand idea Tata Motors partnered with Guvera, a youth music app and created a special Tiago playlist on the app where users could add their favourite tunes. During the activity, the Tiago virtually toured all over India as the users would #FuelUpTheTiago by adding songs to the playlist and simultaneously helping the car reach its destination, by increasing its miles. Users could also access this newly created playlist on the Guvera app and tune in. A handful of users who achieved maximum listenership were gratified with Harman speakers.