TATA Motors was about to reveal its most revolutionary creation, Racemo, India’s first fully connected sports coupe, at the 87th Geneva International Motor Show. The objective was to generate buzz on the digital sphere, and more importantly, gather an audience to witness the online reveal.

However, with the project being under tight wraps, there wasn’t much that could be mentioned. No name, no make, not even the fact that it was a car.

Cemora’s journey kicked off with a seemingly mysterious video, announcing her embarking on a road trip. Over the next three weeks, she would travel across Europe, interacting with a plethora of celebrities.

From actors to sportsmen and even comics, Cemora was interacting with them all. In a time where influencers are used as mere mouth pieces, Cemora interacted with them for the people that they were. More so, she interacted with each celebrity differently, so as to immediately capture the attention of their fans. And she did. Leveraging the following of all the influencers, Cemora gained an audience just waiting to watch the reveal.

Indulging in witty banter, sending postcards, Cemora was doing it all and gaining followers every step of the way.

And finally, as the day of the reveal came closer, Cemora made a reveal of her own, coming clean as Racemo, India’s first fully connected sports coupe.