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From the 14th Annual Shorty Awards

Tata Punchathon

Finalist in Contest or Promotion, Community Management


Tata PUNCH was one of the most anticipated car launches of 2021, the audience looked up to. The excitement around the product could be seen from the flurry of spy videos coming in from the public on social media. Tata Motors wanted to ensure that the launch of Tata Punch lived up to the hype in every way.

Strategy and Execution

Whenever a new car hits the road, it is the media and auto pundits who review the car first. However, given the car is actually made for the end consumers, ideally the first choice should be given to them. Hence, taking departure from the usual norm of allowing media and auto-pundits to review cars first, we created an opportunity for the Indian masses to experience the Tata Punch SUV, even before the official launch. Because we believe 'What matters the most is the review of the 'driver', i.e. the end consumer. In a never seen before move, we allowed the Indian masses to view the Tata PUNCH in person, on the road and review it before everyone else (even before the official launch). 

The magnanimous activity involved a mighty convoy of 140 SUVs travelling more than 10,000 kms through 13 Indian cities over 4 days. All the onlookers had to do was- 1. Spot The Convoy, 2. Review the PUNCH. 3. Share on social media to win a FREE Tata PUNCH. 



Pre-bookings - Highest ever pre-bookings for any Tata Motors Car

Review Submissions on Social Media - 1100+

Reach - 22.7M+

Impressions - 37.7M+

Views - 7.02M+

Engagement - 1.1M+

Increase in followers - 47%

#1 Trending on Twitter

100% Positive Sentiment


Video for Tata Punchathon

Entrant Company / Organization Name

WATConsult, Tata Motors

Entry Credits