In a remarkable leap into the digital landscape, Tata Tiscon, the pioneering TMT rebar brand under the Tata Steel umbrella, has launched its first-ever digital campaign. Titled “Samajhdar Banein, Behtar Chunein,” this campaign marks a paradigm shift in the realm of home construction, employing first-in-industry innovations, AI-driven strategies, and targeted approaches to redefine consumer awareness.
Tata Tiscon: Demystifying Home Construction
Partnering with Wunderman Thompson, Tata Tiscon aims to demystify the complex world of home construction. The campaign focuses on the often-overlooked process of selecting building materials, traditionally left to contractors. At the campaign’s core is the introduction of Tata Tiscon’s latest offering, the 550SD rebars, with TV commercials featuring a local engineer as the trusted guide, simplifying technical intricacies for home builders.
Setting a New Standard with 550SD Rebars
The multi-faceted campaign, curated by Wunderman Thompson, emphasizes the unparalleled superiority of Tata Tiscon 550SD in the realm of TMT rebars. This move sets a new standard for consumer enlightenment, bringing forth the brand’s commitment to providing consumers with the knowledge they need to make informed choices in home construction.
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Strategic Multi-Platform Penetration
Collaborating with Mindshare and GroupM Nexus, the brand adopts a strategic approach with a Multi-Platform De-Duplicated Unique Reach and Frequency solution. Surpassing industry benchmarks with a 10% higher completion rate and click-through rates (CTRs), the campaign reinforces its reach across top OTTs in India.
Adding a layer of sophistication, Nexus deploys an Artificial Intelligence-powered YouTube Campaign through Copilot, resulting in a remarkable 12% better View Through Rate and over 50% efficiency in planned CPVs. This integration of technology propels Tata Tiscon into uncharted territory, showcasing unprecedented innovation in the industry.
Data-Driven Personalization for Maximum Impact
In collaboration with Mindshare and Nexus Programmatic Team, Tata Tiscon directs traffic to their Direct-to-Consumer Page for Aashiyana. The use of Weather-based Dynamic Data-led Creative first strategy proves to be a game-changer, delivering a 5x lift in CTRs. Ads tailored for diverse weather conditions in targeted geographical locations exemplify the brand’s commitment to personalized consumer engagement.
In an industry-first, Tata Tiscon introduces the Multi DSP Cross Platform with Copilot AI, seamlessly running campaigns across multiple buying platforms. This innovation ensures a more holistic audience reach, showcasing Tata Tiscon’s commitment to achieving optimal business outcomes through strategic budget management.
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The Voice of Tata Tiscon
Ashish Anupam, Vice President, Long Products, Tata Steel, expresses, “Tata Tiscon has always strived to enable our customers to have a joyful home-building experience. This campaign attempts to guide our customers in making informed choices as they build their dream homes.”
S Karthik Narayanan, Chief of Marketing and Sales, Tata Tiscon Retail, adds, “It is unfair to expect individual home-builders to have a thorough understanding of technical specifications required for the selection of the right rebar. Hence, it is important for us to guide them in a consumer-centric manner without overloading them with industry-specific terminologies.”
Conclusion
Tata Tiscon’s foray into the digital realm with “Samajhdar Banein, Behtar Chunein” signifies not just a campaign but a revolution. By leveraging innovative strategies, AI technologies, and personalized approaches, Tata Tiscon is not only simplifying the complexities of home construction but also empowering consumers to make choices that lead to better and more durable homes.
Credits
Client: Tata Tiscon
Chief Commercial Office: TVS Shenoy
Chief of Marketing & Sales: Karthik Narayanan
Brand Team: Hemant Bhargava, Anik Bhowmik, Shivam Paliwal, Debali Mukherjee
Agency: Wunderman Thompson South Asia
SVP & Managing Partner: Vijay Jacob Parakkal
VP & Sr. ECD: Arjun Mukherjee
Creative Team: Aniket Chattopadhyay, Moeinuk Sengupta, Sarasij Dasgupta
Business Team: Soumya Chattopadhyay, Arko Majumdar, Tridipta Dey
Production House: Now Films
Director: Anwar Sayeed
