Lowe Lintas to drive the creative mandate for Tata Motors' new premium hatchback – Altroz

The creative duties for Tata Motors' Altroz were given to Lowe Lintas following a multi-agency pitch that saw participation from a number of leading agencies in India. Tata Altroz is the premium hatchback from Tata Motors that is based on the new ALFA-ARC (Agile Light Flexible Advanced Architecture) architecture.

First showcased as a concept at the 2018 Auto Expo in Greater Noida, Tata Altroz is an ultra-modern, edgy, premium and a young car designed for the modern Indian customer. It aims at reinventing the premium city car design and resetting the rules for the industry.

Talking about the appointment of Lowe Lintas as the creative agency, Mr. S N Barman, Vice President  (Sales, Marketing & Customer Support, Passenger Vehicles Business Unit), Tata Motors said - “We are delighted to associate with Lowe Lintas and welcome them onboard as our creative partner for the much awaited Tata Altroz. Their idea and understanding of brand Altroz has been in sync with what we want to communicate since day one. With its market introduction just around the corner, there is a lot in store for the brand in the coming months. We look forward to a fruitful relationship and are confident that they will up the ante and bring a valuable contribution to our brand across platforms.”

Lowe Lintas will oversee the launch of Tata Motors’ new hatch, and will build its communication for a number of media platforms.

Commenting on the win, Virat Tandon, Group CEO, MullenLowe Lintas Group said, “For decades now, we have been successfully driving brands belonging to the Tata Group across multiple categories. I am delighted to be chosen as a part of the Tata Motors family as their agency to launch the newest premium hatchback car, Altroz. Its advanced concept and the entire product package make the Altroz a winner. We are glad that our strategy and hyperbundled communication package resonated with the client as one that will provide the best launch platform for the Altroz in the highly competitive premium hatchback category.”

The account will be handled by the agency's Mumbai office.