Tata Neu jumps on IPL craze for number 7 with #7ForAReason campaign

Delhi: Tata Neu teamed up with The New Thing, a creator-led agency, to bring a twist to this year's IPL season. Tata group stated that #7ForAReason aims to engage the audience in a challenge that revolves around finding the number '7' in their NeuCoin wallets. And the reward is set to be tickets to the Tata IPL 2024.

To get people to care about ‘NeuCoins’, an IP of Tata Neu, the initiative jumped on to this campaign with an equation, ‘T+A+T+A+N+E+U = 7’ encouraging users to dive into the nuances of their NeuCoin wallet. 

Shedding light on the campaign, Neel Chatterjee, a strategist and founding member at The New Thing, said,  "With #7ForAReason, our strategy is to provoke creativity by setting flimsy contest rules and to make participants feel seen and heard, with IPL tickets added as a sweetener." 

Tata Neu stated that it attracted a wave of new users with this approach. This opened up the floodgates for engagement, participation, and creative user-generated content (UGC) not just from Neu users but new users too.