Transforming dreams into reality: Tata Tiscon's pioneering campaign
Tata Tiscon has launched a comprehensive 360-degree campaign centred around its latest offering, the 550SD rebars
For countless Indians, building a home is a once-in-a-lifetime dream, a moment of sheer fulfilment. However, amidst the meticulous planning of home designs and interiors, the crucial decision of selecting building materials often takes a back seat. Recognizing this significant gap in the decision-making process, Tata Tiscon, India's leading TMT rebar brand from Tata Steel, has embarked on a transformative campaign to redefine the consumer experience in the construction industry.
In a bid to educate and empower home builders, Tata Tiscon launched a comprehensive 360-degree campaign centred around its latest offering, the 550SD rebars. The heart of the campaign lies in a series of three TVCs featuring a friendly neighbourhood engineer who not only educates but urges consumers to make informed purchase decisions. Unveiling the technical superiority of Tata Tiscon 550SD, the campaign aims to shift the focus from fringe benefits to real product benefits.
Giving a glimpse into what Tata Tiscon stands for, Mr. Ashish Anupam, Vice President, Long Products, Tata Steel, said, “Tata Tiscon has always strived to enable our customers to have a joyful home building experience.” Mr. S Karthik Narayanan, Chief of Marketing & Sales, Tata Tiscon Retail, emphasized the importance of guiding individual home builders without overwhelming them with technical jargon and highlighted the campaign's unique approach in elevating the engineer to the forefront of the brand. This acknowledgment of their technical knowledge positions the engineer as the ultimate luminary.
To bring this campaign to life, Tata Tiscon orchestrated a multi-platform de-duplicated unique reach and frequency solution across top OTTs in India. The results have been impressive, with a 10% higher completion rate and CTRs against industry standards, delivering a significant de-duplicated unique reach across the country.
In a ground-breaking move, the team activated an Artificial Intelligence-powered YouTube campaign.This campaign boasts a 12% better View Through Rate and achieves a remarkable 50%+ efficiency in planned Cost Per Views.
To further drive traffic to Tata Tiscon's Direct-to-Consumer Page for Aashiyana, an online home-building platform, an API-enabled, weather-based dynamic data-led creative strategy has been implemented. This innovative approach delivers relevant and personalized ads across India, resulting in a 5x lift in CTRs.
Key benefits of the 360-degree campaign includes holistic audience targeting, combining capabilities from various Demand-Side Platforms and third-party data partners.
Looking ahead, the team plans to execute a DV360 + Trade Desk campaign with 2nd and 3rd party audiences, combined with custom intent keywords targeting. Copilot AI will be integrated to manage the campaign seamlessly across both Demand- Side Platforms, ensuring optimal budget and optimization control.
In conclusion, Tata Tiscon's partnership with Mindshare and GroupM has not only redefined the home-building category but has also set new standards for innovative and effective advertising strategies. The campaign's success lies not only in technical superiority but in its ability to engage and educate consumers, transforming the home-building experience into a journey of informed decisions and joyful construction.
