One super-app. More than ten brands. Quite a lot of words.
I helped write Tata Neu from its voice to almost every launch screen, then stayed for the notifications, campaigns, scripts and the rest.
CLIENT, FOR THE RECORDA usable voice system across Tata Neu and touchpoints involving Air India, bigbasket, Croma, cult.fit, IHCL, Starbucks, Tata CLiQ, Tata 1mg, Tata Play, Qmin and Westside.
These were all part of it.
A proper count, because “several major brands” would be both vague and suspiciously modest.
Tata Neu
Tata Motors
Air India
bigbasket
Croma
cult.fit
IHCL
Starbucks
Tata CLiQ
Tata 1mg
Tata Play
Qmin
WestsideThe assignment
Tata Neu had to feel like one product while carrying more than ten very different Tata brands. Millions of customers would meet that voice in very small pieces, often while trying to pay for something.
My part in it
Joined the programme in 2020 and helped shape Tata Neu's tone and voice from the ground up. Wrote almost every screen of the launch product, extensive customer communications, scripts and social content.
The finished work
- Product onboarding and navigation
- Transactional and lifecycle communication
- Voice principles and usage
- Scripts and leadership social content
SOMEONE ELSE’S ACCOUNT“Your professionalism, quick understanding of the agenda, and the input you brought to the writing are greatly appreciated. We will stay in touch and reach out when we have something we can collaborate on.”