Tata Motors is holding a ‘7-Senses’ experience campaign for their newest offering, the Tata Zica. It is designed to give a complete experience of the car, making all the senses work together to create a complete understanding of the vehicle.
According to Mr. Mayank Pareek, President, Passenger Vehicles Business Unit, Tata Motors, “With the #madeofgreat campaign we have charted a new course in our brand building and transformation journey. We continue to roll out compelling campaigns with an aim to bring our consumers closer to the brand. We are gearing up for the Zica launch and as a build-up to the launch, it is imperative we provide our customers an immersive experience of the car and further help build a brand recall. Through the Zica 7-Senses campaign, we will not only ensure that our customers experience the car but will also cherish the experience.”
The potential customers can cover all the 7-senses of Sight, Smell, Sound, Taste, Touch, Intuition and Equilibrium with the car.
Sight: This involves a 3D virtual test drive app, through which the Zica’s bold design can be seen.
Smell: Tata claims it their Zica signature fragrance will connect with the youth as well as anyone who is young at heart.
Sound: Tata will showcase their Harman-developed eight speaker system with aux-in, Bluetooth connectivity and USB . The Zica also has a speed dependent volume control function on the same. Tata Motors will introduce a Zica anthem, a soundtrack that will display the quality of the infotainment system.
Taste: Here they will introduce ‘The Zica Chocolate’.
Touch: The touch ConnectNext infotainment system which introduces segment-first applications like the Smart NAVI and the Juke-Car app. The Navi app displays TBT (Turn By Turn) navigation when connected to a smartphone via Bluetooth. The system will also feature bluetooth pairing, along with speed volume control, steering wheel mounted information controls for the phonebook. The Juke-Car application utilises mobile hotspot to create a virtual network and host a service for sharing a list of available songs in the device. All connected devices can view the song list on the hotspot device. Users can place their requested song queuing. The Juke-Car app then plays the songs one after the other.
Intuition: The Zica also has 22 utility spaces with Tata claiming that they are providing more storage space than the competitors.
Equilibrium: Tata claim, the car has been designed and programmed to deliver best-in-class fuel economy and a peppy driving experience with segment-first features.
India was expecting the launch of the Tata Zica hatchback this month but, Tata has suggested a change in plans. The hatchback will hit the market sometime in February after the 2016 Auto Expo.