As lead creative agency Blowtorch Advertising is responsible for developing creative advertising solutions across all media channels (ATL, BTL and digital) for the entire range of Tata passenger and light commercial vehicles. The brands that they will be working on include, amongst others; the Super Ace, Xenon and the Tata Bolt.
Client services manager at Blowtorch Advertising, Brigitta Annegarn believes this recent appointment is testament to the agency being able to deliver strong creative. She explains that Tata Motors’ overarching strategy is to build the brand in the South African market, which is why it makes sense for one agency to work on all the vehicles.
“From a brand integrity point of view we are in the process of revamping all advertising material and each vehicle’s positioning in the market, so that the brand is consistent and professional and the messaging for each vehicle is the relevant to its target market. This talks to their broader brand strategy,” she says.
Annegarn adds that Blowtorch is a good fit for Tata Motors and Accordian Investments as they respond to Tata briefs with fresh thinking. She says this account is a game changer for the agency,
“This is the ultimate affirmation of the new leadership’s ability to carry the business forward. It’s also a vote of confidence that we have the right team in place to ultimately become an agency to be reckoned with.”
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