Concept Car Launch

A car launch that would establish Tata on a global stage, transcending the domestic market, and setting up the announcement of an entire arm of the Tata Motors group dedicated to the future of electric vehicles – Tata Passenger Electric Mobility.

A big part of our brief was to “emphatically deliver an optimistic vision of the future and the company’s belief in a human-centric approach to design and technology”.

The launch of Tata’s new concept car AVINYA blended interactive content experiences combined with physical events on the ground in India, where guests from the auto industry, wellness, lifestyle, fashion, and technology media platforms would move through a sensory immersion as they entered the launch event space. A mix of textures, light, sound and aromas were interwoven to help convey the attention to sensory engagement that is integral to the driver (and passenger) experience in AVINYA. These sensory touch points were mapped to specific messages – Spirit, Sustainable, Serenity and Space, amongst others, along a curved tunnel leading into the auditorium. These nebulous touch points were supported by more physically imposing technical aspects such as the 22m wide hi-res LED screen and stage revolve, providing the media guests with a 360 degree showcase of the AVINYA a concept car.

Agency collaboration: XYZ