Tata Motors Limited first unveiled the stylish, dynamic and cool hatchback Tata Zica (acronym derived from zippy car) in December 2015 under the new Tata Personalization program. Tata Zica made its first appearance in February 2016 Auto Expo. Tata Motors promoted "Tata Zica" for more than two months before the mosquito-borne Zika virus breakout, mainly affecting Brazil and other parts of South and North America. Tata Motors was then in a dilemma whether to continue with "Tata Zica" brand name or to go for rebranding of "Tata Zica". This case study is an attempt to understand the strategy behind brand name selection and its association with various marketing strategies. Also, the study highlights the challenges faced by Tata Motors to their rebranding strategies used for its Tata Tiago brand and digital marketing and integrated marketing strategies associated with this rebranding exercise. [ABSTRACT FROM AUTHOR]