In what may be termed as a unique, if a somewhat strange marketing move, Tata Motors have announced what they call a ‘7 Senses’ experience for the recently unveiled ZICA. As a part of the exercise, the company plans to roll-out an immersive experience that enthrals the seven senses of the customer. The exercise, if Tata Motors are to be believed, is meant to “create an emotion that is greater than the sum of its parts.” The campaign will unfold in a phased manner and comprises all 7 senses – Sight, Smell, Sound, Taste, Touch, Intuition and Equilibrium.
While the rest of it is marketing speak, which we can totally understand, what we are particularly amazed by are the ‘smell’ and ‘taste’ part of the 7 Senses experience. Now since you cannot eat a car nor smell it in most cases, Tata Motors are planning to introduce a ZICA branded perfume and chocolate to go with the campaign. Incredible, isn’t it.
Here’s what the official release about the ‘7-Senses’ campaign says about the smell and taste part, followed by the rest of the senses.
SMELL: ZICA is a fresh product that will connect with the youth as well as anyone who is young at heart. It will make a person feel great while also making him/her look aspirational to their peer group. Distilling these attributes into a bottle, Tata Motors will be introducing the ZICA signature fragrance that captures the spirit of youth.
TASTE: Tata Motors truly understands that life isn’t just about the big achievements, but about the little victories in life. To celebrate these little joys of life, the company will introduce ‘The Zica Chocolate’ which will allow an individual to reward themselves for the goals achieved in life.
Here’s what the release says about the rest of the sensory connects. Do have a read.
SIGHT: ZICA truly embodies our IMPACT Design language, a philosophy which forms the over-arching design brand and stands for ‘Immediate IMPACT at first sight. Lasting IMPACT over time. To truly experience the youthful, energetic and bold character of the car even before it is launched, Tata Motors will be rolling out a Virtual Test Drive App that elevates the simplicity of 2D Video into an immersive 3D experience.
SOUND: Recognising the dynamic consumer world where connectivity is an increasing need for all, ZICA comes equipped with an audio acoustics system designed exclusively by HARMAN. With an 8 speaker audio system and speed dependent volume control, the ZICA will deliver a new level of driving and ownership experience.To further enrich this surround sound – like experience, Tata Motors will introduce the ZICA anthem, a soundtrack of a new generation, that can be played on the HARMAN infotainment system. The superior quality of the infotainment system and the peppy beats of the anthem is sure to pump you up.
TOUCH: The ConnectNext Infotainment System delivers the entire world at your fingertips. ZICA introduces new segment-first applications like the Smart NAVI and the Juke-Car app. The first-of-its-kind NAVI app displays TBT (Turn By Turn) Navigation when connected to a smartphone via Bluetooth. The NAVI app also provides guidance on Estimated Time of Arrival (ETA) and Next Maneuver, which helps in simplifying navigation while driving. Along with Bluetooth pairing, it also supports speed volume control, steering wheel mounted information controls and phonebook on-the-fly.
The Juke-Car application, a first-in-segment feature, utilizes mobile hotspot to create a virtual network and host a service for sharing list of available songs in the device. All connected devices can view the song list on the hotspot device. Users can place their requested song queuing. The Juke-Car app then plays the songs one after the other. All this and more is just a touch away in the ZICA.
INTUITION: With the intelligently designed 22 utility spaces, ZICA comes with more storage spaces than its competitors, which gives a new dimension in intelligent design, making traveling in a ZICA more intuitive than ever before. The car comes loaded with multiple storage spaces such as a smart driver side pocket, cup-holders on front console, tab holder in glove box, smart recessed storage on dashboard, which make the drive experience very comfortable.
EQUILIBRIUM: The ZICA has been designed and programmed to deliver best-in-class fuel economy and a peppy driving experience with segment-first features. Turning the key puts all the senses into overdrive and when the car is in motion, it helps one leave all worries miles behind without her/him even knowing it, that is when one attains complete balance in life and this is true Equilibrium.
Do you find the ‘7 Senses’ marketing strategy as the work of a genius or something absurd? Do let us know your thoughts!