Tata Motors drives an ambitious image makeover for passenger vehicle brands

The new campaign must be seen in the context of the industry slowdown and the mandatory implementation of BS VI emission norms from April 2020

More than two centuries since an albatross in the skies inspired Samuel Taylor Coleridge’s tragic ballad, ‘Rime of the Ancient Mariner,’ the bird is whirring up the wheels of imagination in an Indian auto company. The newly launched hatchback Altroz from Tata Motors, the company said, draws its name from the majestic sea bird. 

Its doors opening as wide as the bird’s wingspan, the name ticked several boxes—it met with the company’s newly devised bird-influenced naming convention for passenger vehicles, its character mapped into that of Altroz and perhaps, also sparked the hope that the car, like the bird, would be