27 June, 2014
Tata Motors, today concluded the ‘Zestful Bollywood Pilgrimage’ – a unique virtual Bollywood Contest and has selected Mr. Alok Pandey as the winner of this unique property. The virtual contest will come alive in August as Mr. Pandey will embark on an exciting drive, discovering famous Bollywood locations. He will be among the first few to exclusively experience the dynamic Zest on Indian roads, in true filmy style.
Announcing the winner, Ms. 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 Zest from Tata Motors is a stunning and dynamic compact sedan and was a head turner, at the Auto Expo 2014. With initiatives like the Zestful Bollywood Pilgrimage, the company is engaging with its consumers effectively and is developing strong brand resonance among the auto enthusiasts.
The company launched the Zestful Bollywood Pilgrimage on4th June 2014 through a Facebook Application and has been able to reach out to 1.1 millionpeople, across the country. This contest witnessed phenomenal participation in a bid to win a historic Bollywood journey. 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.
The company will award Mr. Alok Pandey with a thrilling journey on a Zestful Pilgrimage; a fully sponsored trip 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. Thus, realizing their dreams of feeling like a star, making it their most Zestful moment.