Ad Campaigns
Tata Hexa celebrates with #OneWithTheRoad campaign
MUMBAI: WATConsult, the digital and social media agency from Dentsu Aegis Network India and Tata Motors launched a digital campaign, #OneWithTheRoad to mark the first anniversary celebration of its lifestyle SUV brand, Tata Hexa.
#OneWithTheRoad highlighted the special bond that Hexa owners share with their cars. Hexa’s one-year anniversary was a special occasion and, hence, the brand sought to add a personal touch to its communication to induce user-generated content by creating traction on various social media platforms.
With an aim to connect personally with Hexa owners and create a buzz online, an exciting contest was launched wherein participants were asked to post pictures or videos of their Hexa driving experiences, road trips and community activities on Facebook, Twitter and Instagram tagging Tata Motors and adding the hashtag #OneWithTheRoad.
In addition to #OneWithTheRoad, the other hashtags that aided in amplification on Instagram were #TataHexa, #HexaAnniversary, #TataHexaOwners. Participants were also asked to fill up a form that asked them to describe their Hexa in one word. The word would be turned into a Hexa Ultimate co-created badge of honour.
WATConsult founder and CEO Rajiv Dingra says, “The idea was to get up and close with our customers which would help us tap the one year journey of Hexa. #OneWithTheRoad campaign rightly touched the emotional chords of Hexa’s valuable customers and highlighted a lot of memories that they have built with Tata’s Hexa in the year gone by.”
Tata Motors head of marketing for PVBU Vivek Srivatsa adds, “We are delighted to see the kind of fan following Hexa has seen in a year’s time. It’s attracting new customer profiles who are living the brand and have bonded with it. To show this strong bond we wanted to roll out a campaign and we were delighted to partner with WATConsult team. The #OneWithTheRoad campaign was a good platform to bring these stories alive. It was fun, engaging and owners were also gratified with customised badges for their Hexa, a name they would like to give their car. A truly integrated brand campaign.”
The campaign created a lot of the right kind of noise. Each level was well placed and perfectly paced. Every phase helped propel the next; the teaser helped create the hype for the launch video. The launch video laid the groundwork for the amplification and the amplification led to immense traction and participation.
Interestingly, #OneWithTheRoad garnered a 68.3 per cent follower growth on Instagram and 11.23 per cent follower growth on Twitter. The platform that worked best when it came to increasing reach was Facebook; however, Instagram got the best engagement.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
