Racemo

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Objective

TATA Motors was launching Racemo, a two-seater sports coupe unlike any car seen on the Indian roads. We had to build a captive audience for a month leading up to the official launch of the car at the 87th Geneva International Motor show.

Challenge

Our challenge was that we couldn't mention anything about the car during the month. No name, photos, videos or even the fact that it was a car.

Solution

We created Cemora (an anagram of Racemo), a fast and feisty girl on a month-long solo adventure from India to Geneva. She was sassy, spunky and her personality matched the car. She documented her entire journey using Instagram and never revealed who she really was. Photos and videos were posted from her point of view and her voice.