Imagination created the experiential environment for Tata, India’s largest automobile company, at the Auto Expo 2010 in Delhi.

‘Connectivity’ and the ‘Future’ were at the heart of the creative strategy for Tata. We needed to demonstrate Tata’s diverse products including passenger and commercial vehicles.

Through our use of graphical styling, digital content and creative layout, Tata was seen as being at the forefront of future technologies in India.

A name plate expressed the personality of each product. Large graphics and a premium finish surrounded each product to help tell Tata’s story. Media content, soundtrack compositions, literature and on-stand staff helped to support the brand messaging.

A high energy drumming performance by the world famous Drum Café was also used to dramatise the unveiling of the Tata Aria.