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 Instagram video, announcing her embarking on a road trip. And over the next three weeks, she would have an entire community hooked, following her every step from the palm of their hands.

Everywhere she went, Cemora had something unique to share. Be it her wittily captioned photographs, videos of her escapades or quirky postcards sent to her fans. Soon enough, Cemora had everyone glued to their phones just waiting for her next post. And in under a month, she had become the toast of the Instagram world.

Over 200 posts and 400 real-time interactions later, the air of mystery around this girl grew, so much so, that she had even the media guessing.

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.