Tata Motors selects McCann Worldgroup for Indonesia launch

McCann Worldgroup Indonesia will support Tata Motor’s launch campaign in Indonesia, slated to start next month. The aim is to build Tata Motors into a leading brand name in the market.

The business was awarded to McCann Worldgroup after a competitive pitch against five multinational networks and one local agency.

The Indonesian car market is showing healthy growth, with sales potential driven by rapidly growing numbers of middle-class consumers.

Auto sales were up 26 per cent in the first seven months of 2012 compared with the same period last year, with a total of 960,000 sales expected for the year.

Biswadev Sengupta, president director of PT Tata Motors Indonesia, said the automotive brand is looking “very seriously” at Indonesia and has a long-term plan for the market.

“Indonesia’s economy posted positive and consistent growth in the last eight years,” he said. “We need a strong and reliable creative partner to support us entering the market.”

Berndt Soderbom, president director for McCann Worldgroup Indonesia, said that although business units such as Tata Power are already operating in Indonesia, this is Tata Motors' first foray into the market.

Initial efforts will therefore focus on brand building, including communicating what the brand stands for and its corporate values, he said.

Soderbom added that the aim is to create an integrated campaign that uses all communication tools, including below-the-line and digital.