Tata Motors : Revs Up Revotron 1.2T Engine Campaign

July 04, 2014

India's First 1.2 Litre MPFi Turbocharged Petrol Engine
To Power New Tata Motors Cars - Zest and Bolt

• Launches world-class Revotron Labs in 15 cities for consumers to experience the 'Engine of the Future'
• Will showcase India's first 1.2Litre MPFi Turbochargedpetrol engineinnovatively through high-tech Revotron Holograms across 75 dealerships
• Engages auto-enthusiasts with an exciting game, the Revotron Challenge - an unique game which brings live theengine's  multi-drive modes - Sport, Eco and City
• Will extend the campaign on digitalplatform with Revotron Micrositeand #RevUpTheRevotron Twitter Activation

Tata Motors today launched an innovative, nation-wide campaign to showcase its new, best-in-class Revotron engine as a prelude to the launch of its new cars Zest and Bolt. With many segment-leading features in the engine, the campaign seeks toengage with its customers and create brand awareness for India's first 1.2 Litre MPFi Turbocharged petrol engine, the Revotron 1.2T. The company today commenced it's national campaign with the unveiling ofthe first Revotron Lab in Delhi at the Ambiance Mall. The Lab was launched by the ace racer, Mr. NarainKartikeyan, with Mr. Ranjit Yadav, President, Passenger Vehicles, Tata Motors and Mr. Girish Wagh, Senior Vice President, Programme Planning and Project Management, Tata Motors. The Revotron Labs will be mobile andwill cover 15 cities inone month.

Annnouncing the launch, Mr. Ranjit Yadav, said, "The Revotron 1.2T  has been developed by us with inputs from renowned global players like AVL, Bosch, Honeywell, Mahle, INA in the area of combustion, boosting, friction and calibration, to deliver class-leading performance. The Revotron 1.2T will power our upcoming cars, the Zest and the Bolt. To narrate this exciting technology story,in the most impactful way, we are engaging with our customers through various exciting platforms like the Labs, the multi-drive-mode game, holograms and unique digital and on-ground activations. With innovative awareness campaigns like these we are buildinga strong technology quotient for our global Indian customers."

According to Mr. Narain Karthikeyan, India's first F1 driver,"I've been very closely involved in the development of the Revotron 1.2T. It is the first turbocharged MPFi petrol engine in its class, and one of the most advanced in the market. Coupled with the amazing multi-drive mode, it offers immense flexibility in terms of balancing performance and fuel efficiency."

The Revotron Lab has futuristic design with interactive elementsfor customers to experience dedicated zones, which brings alive the engine benefits in anevocativemanner.

The Binaural Sound Zoneoffers the virtual sound experience. It is a binaural sound journey that truly brings alive Revotron and its raw power. It is a special zonewhich provides one of a kind audio experience to participants. This zone transportsparticipantsonto the road where they will experience three different drive modes of the engine and sheer pleasure of driving the Revotron powered car.

TheRevotron Challenge game is a futuristic 3D game whichallows a participant to travel in a Zest where they can experience first-in-class multi-drive modesi.e. Sport, Eco and Cityandthe high boost turbocharger, delivering 90PS, 140Nm torque @1750-3500 rpm.A participant canbeat the other player by engaging the right drive modeand picking up fuel drives. While the game is available for free download on Apple App Store and GooglePlayStore for mobile devices, it can also be played online, from the Revotronmicrosite.The game has been designed such that a player can play against other player only in the Lab. In the mobile and the web version a player can only challenge other player but can play against the system.

The Interactive Touch Glass educates customers on the benefits of India's first 1.2Litre MPFi Turbocharger petrol enginein the most interactive medium.

Through the Augmented Reality application, visitors can also capture their picture with a virtual Narain Karthikeyan in the Lab. The picture gets uploaded onto the Facebookpage of the user with an interesting caption.There are other fun and engaging activities planned by geeky scientists at the Lab.

Besides the Lab, Tata Motors will also installhi-tech Revotron Holograms in over 75 dealerships, across India. This is another unique experience where a virtual image of Narain Karthikeyan will host the customers, explaining interesting and exciting features about the engine and its functions.

Tata Motors has invested significantly in the digital medium to balance the on-ground activities and the TV campaign.  To engage with auto enthusiasts, a uniquetwitter activation has been undertakento unveil the engine gradually on the new Revotron Microsite - www.revotron.tatamotors.com.To unveil the engine, peoplewere asked to use #RevUpTheRevotron with their tweets, which contributed to the live counter on the microsite, adding up to the 3,00,000hours. This denotes the number of hours of research and developmental testing of the engine.

The Revotron 1.2T has been engineered to deliver optimum balance of power, performance and fuel economy. Developed using a range of eco-friendly and future-oriented technologies, the next-generation petrol engine incorporates latest know-how like multi-drive modes, allowing the best of economy and driving pleasure. The Advance Engine Management Systems (AMS) provides a digitally precise control for vehicle performance and emissions and offers the design of reciprocating components to ensure the best out of every drop of fuel. 

With enhanced customer benefits for the best driving experience, the Revotron series is therefore positioned to be a revolution in Performance, Refinement and Economy, the three pillars of the REVOTRON series.