ASSIGNMENT

REVIEW OF

ADVERTISEMENT

TATA INDICA DRIVETECH4

Submitted To: Submitted by:

Mr. Satinder Kumar Karampaul Singh

5882 MBA-II C

School of Management Studies

Punjabi University Patiala

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 TABLE OF CONTENTS

Sr. CHAPTER Page

I Tata Motors: Profile 3

II Overview of Tata Indica Vista 4-7

III Review of Advertisement 8-10

IV Suggestions 11

References 12

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 CHAPTER I

Tata Motors: Company Profile

Tata Motors Limited is India's largest automobile company, with consolidated revenues
of Rs. 92,519 crores (USD 20 billion) in 2009-10. It is the leader in commercial vehicles in each
segment, and among the top three in passenger vehicles with winning products in the compact,
midsize car and utility vehicle segments. The company is the world's fourth largest truck
manufacturer, and the world's second largest bus manufacturer. Established in 1945, Tata Motors'
presence indeed cuts across the length and breadth of India. Over 5.9 million Tata vehicles ply on
Indian roads, since the first rolled out in 1954. The company's manufacturing base in India is
spread across Jamshedpur (Jharkhand), Pune (Maharashtra), Lucknow (Uttar Pradesh), Pantnagar
(Uttarakhand) and Dharwad (Karnataka). Following a strategic alliance with Fiat in 2005, it has
set up an industrial joint venture with Fiat Group Automobiles at Ranjangaon (Maharashtra) to
produce both Fiat and Tata cars and Fiat powertrains. The company is establishing a new plant at
Sanand (Gujarat). The company's dealership, sales, services and spare parts network comprises
over 3500 touch points; Tata Motors also distributes and markets Fiat branded cars in India. Tata
is the first Indian company that made India’s first Indigenous car the Tata Indica. This was the punch line
of Tata Indica “India’s Only Indigenous car”. Although it sounds good and appealing, but in the world of
globalization, nobody minds if some technology of a better counterpart is used in one’s own product. Yes,
there is talking of the Tata Indica Vista which has improved and tried-and-tested high performance
Engines.

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 CHAPTER II

Overview of Tata Indica Vista

Tata Indica, when launched 10 years ago, was the first “true” Indian hatch. It has come a
long way since but the recent auto expo showed us a new version, not just mere face lifts but
more powerful engines, bigger, better interiors and improved quality. First launched in 1998, the
Indica model has achieved leadership in its class and became the second largest selling model in
the segment this year, notching up a sale of 144,690 units in 2007-2008. So far, 1.12 million
Indica cars have rolled out. Indica Vista is a huge improvement after the original Indica platform
which spawned a whole gamut of vehicles including the Indigo and Indigo XL Sedan, Indigo
Marina the station wagon and Indigo CS compact sedan.

Indica Vista DriveTech4 Launched

Tata Motors has launched Indica Vista DriveTech4 to meet with the BSIV emission
norms. The top model now also features ABS and Airbags. The New Indica Vista DriveTech4
Aura ABS comes with ABS & EBD and Aura+ variant comes equipped with ABS, EBD
and Dual SRS Airbags. Tata Indica Vista with Drivetech4 put simply, the difference between an
engine and an experience. Perfectly mating internationally awarded BS4 engines with state-of-
the-art Eurotech gearboxes. Indica Vista DriveTech4 helps in delivering higher torque and
driveability from the Quadrajet diesel. And enhancing efficiency and refinement in the safire
petrol. As per the advertisments Indica Vista DriveTech4 has following new features:

- BS4 Compliant engines, Eurotech Gearbox

- Drive-by-wire technology, ABS and Air bags
- Blue 5 technology in the music system

According to the manufacturer, the technology in Indica Vista Drivetech4 ensures higher
torque at low RPMs, minimal vibration, precise gear shifting, longer engine life and cooled
exhaust gas recirculation for lower emissions. The same degree of refinement and drivability is
also being offered on BS-3 engines. The other new features in Indica Vista Drivetech4 include a
4-spoke tilt-adjustable steering wheel and height-adjustable driver’s seat enabling customised

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driving positions. The flexible 60:40 flip and fold rear seat lends added space for multiple needs.
The fully integrated 2-DIN stereo system with Blue 5 and USB port enhance entertainment and
communication convenience. Dual airbags (driver and passenger) and ABS (Anti-lock Braking
System) make it one of the safest cars on Indian roads.

Design & Style of Indica Vista DriveTech4

Indica Vista DriveTech4 sports dynamic and flowing lines which distinguishes it from the
previous generation Indica. Except for the name and the layout everything seems different. If the
new sweeping headlamp cluster fails to catch your attention, then the chrome handles is sure to
catch everyone’s eye. Tata has intentionally retained the family look and the Indica Vista
DriveTech4 is a clear evolution of the Indica. A new central character line on the bonnet gives
character to the car. The grille of Indica Vista with new striking pedal shaped headlamps gives
the it a more up market look.

As most of you may remember, Tata unveiled the Indica Vista DriveTech4 during the
2008 Auto Expo. It looks like a grown up and better looking Indica. This now looks like a proper
supermini. The winged shape headlight cluster of Indica Vista looks striking and the crease on
the bonnet gives it a unique identity. The side profile is more rounded than before but the core
DNA of the original Indica remains. There is not much change in side and rear profile of Indica
Vista. The top end variant Indica Vista DriveTech4 gets big wheels and body colored handles.

Interiors of Indica Vista DriveTech4

Inside, Indica Vista DriveTech4 offers a much improved experience to the driver. It is
more spacious, and the Vista is bit wider and longer than the last-generation Indica. Adjustable
driver seat and steering wheel, better door handles and a centrally mounted Speedo are the most
noticeable changes. The Tata Indica was already quite spacious, and now the wheelbase has
increased by 70 mm and the car is longer by 120 mm. The ergonomic seating position,
distinctive centrally mounted instrument panel, comfortable seats, generous space and more
importantly the quality buttons, fit and finish will convey the Indian customers that Tata Motors
has come of age. Tata has been fine tuning the car for a longer time to upgrade its quality and
thereby to give the car an up market feel.

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 Similar to any other Tata products, the Indica Vista DriveTech4 comes with host of
comfort features and minimal safety features. An integrated CD player is surely likeable feature
and is increasing finds a place in entry level cars. The Indica vista gets a 2-DIN integrated CD
player with USB port and remote control. Other comfort and luxury features includes front fog
lamps, rear fog lamps, body colored bumpers & door handles, de-mister, rear wipers, power
windows for all doors, dual tone dashboard, Tachometer, height adjustable driver seat, lumbar
adjustable front seats & 60:40 foldable rear seats.

The top model Indica Vista DriveTech4 Aura+ comes loaded with following features:

- Dual Tone Beige Interior Color Scheme, Front & Rear Fog Lamps
- Power Windows, Power Steering, Remote Central Locking
- Body Colored Outside Rear View Mirrors, Body Colored Bumpers
- Body Colored Door Handles & Side Strips
- Dual SRS Airbags, ABS(Anti Lock Braking System) with EBD(Electronic Brake Distribution)
- Air Conditioner, Rear Defogger, Remote levers for Boot, Hood & Fuel Lid
- Parcel Tray, 2 DIN Music System with AUX & Bluetooth

Variants Available In Indica Vista DriveTech4

Tata Indica Vista DriveTech4 is available in 12 variants:

Indica Vista DriveTech4 Terra - Available in 1.2 Safire, 1.4 TDi and 1.3 Quadrajet.
Indica Vista DriveTech4 Aqua - Available in 1.2 Safire, 1.4 TDi and 1.3 Quadrajet.
Indica Vista DriveTech4 Aura - Available in 1.2 Safire & 1.3 Quadrajet.
Indica Vista DriveTech4 Aura ABS - Available in 1.2 Safire & 1.3 Quadrajet.
Indica Vista DriveTech4 Aura+ - Available in 1.2 Safire & 1.3 Quadrajet.

Engine Options in Indica Vista DriveTech4

Indica Vista DriveTech4 was the first car to feature engines from partner Fiat. It is available with
three engine options:

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• 1172cc Petrol - Max Power: 64 Bhp - Max Torque: 96 Nm
• 1248cc Diesel - Max Power: 74 Bhp - Max Torque: 190 Nm
• 1405cc Diesel - Max Power: 70 Bhp - Max Torque: 135 Nm

The petrol version of the Indica Vista DriveTech4 is seriously underpowered. Vista is not
a light car, and a 64 Bhp petrol engine is not the way to go here. Indica Vista features DriveTech4
technology. The Quadrajet is also called the Multijet and is also being produced by Maruti
Suzuki Power train for the Swift and Swift Dzire models. The BS4 1.3L Indica Vista DriveTech4
is perfectly mated to 5 speed Eurotech gearbox giving higher torque, super silent operation and
minimal vibration for reduced NVH, precise gear shifting, longer engine life and cooled exhaust
gas recirculation for lower emissions.

The BS4 1.2L Indica Vista DriveTech4 is again perfectly mated to 5 speed Eurotech
gearbox for increased fuel efficiency, enhanced refinement, smoother gearshifts and cooled
exhaust gas recirculation for lower emissions. The engines along with the cars will be assembled
at Tata-Fiat’s Ranjangaon facility that boasts of an annual production capacity of 200,000 cars
and 300,000 engines. A total investment of Rs 4,020 crore is being made by the 50:50 combine in
Ranjangaon, Maharashtra.

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 CHAPTER III

Review of Advertisement

Indica Vista Drivetech! What a Surprise!

Tata Motors has the habit of airing interesting and humorous TV Ads. The latest TV Ad
of theirs of the Indica Vista Drivetech 4, isn’t as good as the “lines” or “reclaim your life” but its
certainly is the same breed as those.

Link to advertisement: http://www.youtube.com/watch?v=dTEWzsOGjFI

Story of the advertisement

Oyla! Surprise! Surprise! A Man with opened mouth, widened eyes, raised eyebrows
checks in to the airport, the staff there looks at this weird person's expression! Thank god!, she
didn't faint! Okay, What Next?? Now the Man goes to have a shower! Ufffffff, he jus looks like
the kid in havell's shock laga ad (where the boy's hair will stand straight and erect)!!! And no! He
still don't seem to get back to his normal state, he still looks surprised! And at office, same state
continues!! His child sketches dad's picture! And it looks WOW!!!! My daddy!!!

It's Party Time; it is fun time there, dancing with his girl... Yo man! You are still in the
state of Surprise! Sleeping Time?? Not for Him... something has happened to him and we all
want to know!

Now Comes the Sub title... zoyyy...... "5 days earlier"....

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 The Salesperson handing over the car for test drive to the same man which we were
talking about... When the man just starts the car, he is as normal as everyone with extra smile on
his face...The Car says VROOM VROOM! Making brilliant sounds... travels a mile (Great
camera work) ... Passes 80...100... Goes on!! Now takes a Clean Right-about-Turn with a classic
look! That's it! And our hero of the ad is Surprised from then! So, what’s the secret behind his
Surprise? Yup, it’s the Tata Motor’s all new "Indica Vista Drivetech” ... Get Ready to get
surprised!

I am Really Surprised as well... The ad Impacts the masses cause of its "surprising"
flow.The ad makes you to find out the cause of his "surprised" expression... definitely, the ad
generates a lot of question marks to its user... and finally reveals its all due to the effect of
"Indica Vista Drivetech"! A very Unique attempt...So When are you going to test drive the all
new "drivetech" to get yourself surprised??

But there is another part of the story.

Come on, how much creative liberty one is going to take… really a car can have an effect
so strong on you as this ad suggests. The ad showcases a man whose face wears a permanent
expression of pure delight, which confuses, if not startles, people around him. The ad then traces
his first encounter with the Indica Vista, which resulted in this expression.

Cast & Craft: While the ad did manage to amuse, the idea is not terribly new. But what delights
you is the way it’s been executed– A guy tries a car and is stuck with the expression of surprise
through the next few days. The open-mouth device with the joy in the eyes looks pretty neat. The
music is particularly nice. So is the casting. The guy looks like a fresh face and this commercial
would fetch him a lot of work in a similar space. The black and white look of the film is not bad
either.

Freshness: Exaggeration is every advertiser’s game, but how long are we going to play this TVC
for. After a while you just want honest communication about a car. It’s a simple concept but not-
so-honest is how the Indica Vista Drivetech4 commercial comes across on television. You may
stop and take note a couple of times, but it loses its fizz after a few spots are exhausted. If you

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miss the end or the beginning you want to know what happened and how the ad pans out, so
that’s where the ad scores points. Excellent story telling in just 40 seconds makes the spot
memorable and watchable.

Verdict: No doubt it is an entertaining advertisement but it is impossible for an individual to be

consumed by obsession for a car that is not that alluring. It may be good on mileage,
performance and control, but the experience cannot paralyze someone for 5 whole days.
Anyways, a good ad that will earn some critique but once again is a case where advertisers
exploit simple ideas to create unbelievable communication they know that their no one in their
right mind is going to accept.

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 CHAPTER IV

Suggestions

 The advertisement should also include the car specifications to make the customer clear
that what is surprising in this car.
 The stunt should be more creative so the surprising effect which is shown in the
advertisement would become unquestionable.

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References
http://www.thump.in/ad-was-ad-review/indica-vista-drivetech-what-surprise

http://cars.tatamotors.com/indica/indicavista/index.html

http://indianautosblog.com/2010/06/video-tata-indica-vista-drivetech-4-ad

http://economictimes.indiatimes.com/news/news-by-industry/auto/automobiles/Tata-Motors-
launches-new-Indica-Vista-Drivetech4/articleshow/5876128.cms

http://cars.tatamotors.com/indica/indicavista/TVCs.html

http://youthonads.com/indica-vista-drivetech-4-prepare-to-stay-surprised/

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