To amplify the same, the agency distributed one litre mineral water bottles to around 150 four-wheeler owners driving into the pump. Percept OOH designed a creative on the bottles, which read ‘Paani Khatham Hoga Fuel Nahi - India's Most Fuel Efficient Sedan'.
Commenting on the activation, Sudipta Suri, A3 product group, Tata Motors said: "The Indigo eCS, which at 25kmpl gives the best fuel efficiency among sedans in India, got its main message across to customer in an effective manner through this activity."
Rajneesh Bahl, Head-Outdoor, Percept OOH added: "These days, out of home advertising endeavours to reach beyond distant billboards and bus backs. The idea was to trumpet the billboard message in person through customer touch points like petrol pumps. We have been associated with Tata Motors for the past one and a half years executing events for various brands under its hat."
Percept plans to execute the activation at many other petrol pumps in Mumbai, and then expanding to major metros and tier 1 and 2 cities.