Tata Motors’ Zestful Bollywood Pilgrimage contest which flagged off on June 4, 2014 concluded today, June 27. Among the 1.1 million contestants, Alok Pandey was declared the winner of this unique property. The virtual contest will come alive in August as Pandey will embark on a drive, discovering famous Bollywood locations. He will be among the first few to experience the dynamic Zest on Indian roads, in true filmy style.
Announcing the winner, Delna Avari, Head, Marketing Communications, Passenger Vehicle Business Unit, Tata Motors said, “We received an overwhelming response for our association with IIFA. The Zest was loved by stars at Tampa Bay and we wanted to extend this connect on digital for Bollywood enthusiasts with the Zestful Bollywood Pilgrimage. The contest saw 58 million impressions, and we saw more than 5,500 registrations flooding in. We are proud to announce Mr. Alok Pandey as the winner of this unique contest. This virtual contest also will realize on-road when the Zest and Mr Pandey, will cruise across India visiting iconic Bollywood locations. This innovative contest stands testimony to our continued efforts to excite our customers and strengthen the brand associations.”
The contest was intended to advertise Tata Motors’ latest product, the Zest which was showcased at 2014 Auto Expo.
The company launched the Zestful Bollywood Pilgrimage on 4th June 2014 through a Facebook Application and has been able to reach out to 1.1 million people, across the country. The participants were asked to identify five iconic Bollywood locations featured in movies, which led them through a virtual pilgrimage. At the end of the pilgrimage the participants were asked to create a Bollywood scene featuring the Zest as the lead star.
Winner of the contest, Alok Pandey will get a fully sponsored trip where he can be accompanied by 2 of his friends in the month of August. Along the way, they will get to witness the famed and iconic Bollywood locations in India that have been captured in famous and highly celebrated Bollywood films.
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