The 63 day road trip in Spotlight

How far would you go to promote a product that is available exclusively online? Ask Motorola, and they’d say 12 cities in 63 days—and one epic road trip. Taking quite a singular road, Motorola had recently embarked on the Moto Spotlight tour.

“The key objective of the tour was letting the consumers feel and experience all the Motorola devices at a single stage,” shares Rachna Lather, Marketing Head, Motrola Mobility. What more to compliment the idea, than having a frolic gig run alongside it; ticks all the boxes, right? Motorola know their products and of course their audience.

This is possibly the reason why Moto series is beloved among youngsters. The tour bus made its last stop in Hyderabad; Motherjane, Alter Egoz and Eagle Riders put up an extravagant show while the local artistes Crescendo, The Tapes and Audio League opened the gig.

But, things did not end here; the Spotlight tour also brought with it a contest for budding artistes, who were invited through video entries on motonation.in. The winners performed on the Motorola Spotlight stage along with some of the well-known artistes. In some cities, the performances were scheduled on the lines of NH7 Weekender.

On being asked about the inspiration that triggered Motorola Spotlight, Rachna shares, “We realise that India has a huge talent base and many artistes are striving to make it big, but don't have the right opportunities. So, we thought of creating a platform for them through Motorola Spotlight and it really worked.”

Choosing talent was not an easy job, “It was so difficult to select only three artistes, considering how good many were. Many bands rolled in, we even had bands like Parikrama, Bandish, to headline.”
Motorola is planning to make this as an annual property.

She continued, “The campaign brought our consumers closer to us and we got to know more about their requirements and feedback. And it is imperative that to grow or expand we must connect with our consumers.”

“So, whether it's the music that hits hard or words that make you laugh out loud- Moto Spotlight was one platform where the artiste became stars. And consumers experienced the unmissable,” she concluded.