Brand
Role
Branding
A high-stakes, high-impact project for the client, where Dhruvil was deeply involved in everything from strategy to guidelines. Given the brand's significant size and value, this project demanded collaboration with internal and external stakeholders at various levels.
Context
Tata, India's largest and oldest enterprise, aimed to capitalize on the rapidly growing e-commerce market by unifying all its services into a single super app to establish itself as a leading force in the modern digital landscape.
Challenge
How might we showcase a centralized platform that captures a super app’s effortless and seamless nature and highlights its limitless offerings?
Brand strategy
A new wave of connected experiences within the Tata universe that unlocks your dreams and needs. A seamless progression.
Impact
Despite its high-profile launch during the 15th annual IPL, this case exemplifies how impressive branding and marketing, outsourced and highly celebrated, were ultimately undermined by overlooked internal user experience and product development, resulting in a loss of $4 billion in revenue and 1.4 billion expectations.
350M＋
Viewers watched the live broadcast of the first 10 IPL matches
＋7M
App downloads over the two-month duration of the tournament
3.9⋆
App ratings on Google Play Store at the end of 2022
− 50%
