Launching Montra Electric’s Eviator at the Delhi Auto Expo 2025
Montra Electric
About the project
Montra Electric partnered with Tag to introduce the Eviator, its first electric cargo vehicle, ahead of its debut at Auto Expo 2025. The catch? There was no production-ready vehicle yet. The launch needed to make the Eviator feel real, exciting, and road-ready before anyone had actually seen it.
Using CGI, high-fidelity 3D visualization, and insight-led storytelling, Tag built a set of launch assets designed to build buzz before the event and keep the momentum going after. Montra Electric gained a strong online presence for the Eviator, helping generate excitement and stand out in a competitive EV market.
Challenge
Montra Electric backed by the 125-year legacy of the Murugappa Group, was preparing to enter the highly competitive EV market with its first offering, the Eviator. The reveal was set for Auto Expo 2025, where competitors typically arrived with fully realized vehicles and large-scale showcases.
However, the team at Tag had to solve for multiple pressures at once:
The vehicle would only be ready just in time for the launch and not for the Expo itself
A crowded EV landscape where new products and companies struggled to stand out
The need to build anticipation before launch and sustain engagement beyond the Auto Expo
Solution
We built a launch approach that made the Eviator feel real, exciting, and credible before it ever hit the road. An animated reveal teaser introduced the vehicle’s visual style and tone, setting the stage for a 90-second hero film with a clear, focused story designed to grab attention and stick with viewers.
Every part of the film was built around audience insights to drive stronger engagement. Competitive analysis helped shape the creative direction and led to the recommendation of a web-optimized 3D configurator, giving buyers a hands-on way to explore and customize the vehicle.
As production progressed, we used on-site component photography and design references to create precise, high-fidelity 3D renders used consistently across the teaser and launch films.
Building excitement and brand visibility across the country pre-launch
What started as a pre-production reveal quickly turned into a high-impact brand moment, delivering scale, visibility, and real commercial results.
100+ launch assets produced, spanning key visuals, OOH, teasers, and press-ready content
85,000+ YouTube views generated within the first seven months post-launch
Nationwide reach achieved through adaptations in 10+ Indian languages
Most importantly, this became a repeatable blueprint for how new-age automotive brands can build momentum, credibility, and demand before production begins.