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Tag: TATA.ev

  • Havas PLAY launches TATA.ev Pickleball Weekend Fiesta 2024

    Havas PLAY launches TATA.ev Pickleball Weekend Fiesta 2024

    Mumbai: In a bid to bring unique and fresh sports formats to India, Havas Play India, the activation arm of Havas Media Network, is launching the TATA.ev Pickleball Weekend Fiesta. Nearly 200 Picklers from across Delhi & NCR will participate in this open team-format tournament that blends fun, food, live music, and play for a unique experience that celebrates one of the fastest-growing sports in India and across the world.

    The Pickleball Weekend Fiesta will commence on Sunday, 22 September 2024 at one of Delhi’s most premium venues –  the Vasant Vihar Club, Vasant Vihar, New Delhi. This event will feature an open team-format tournament with gender-neutral doubles, catering to both beginner and advanced players. Pickleball communities from across the country will be joining this day-long tournament, participating in competitions and activities curated by the Havas Play team in association with Aditya Oberoi, a sports marketing consultant and a seasoned Pickleball player, bringing insights from the game and ensuring a world-class experience.

    TATA.ev joins as the title sponsor, aligning with the event’s focus on sustainability. The event is powered by Realme Mobile and supported by partners such as ICICI Direct (Associate Sponsor), Eldeco (Real Estate Partner), Storia (Hydration Partner), Stay Vista (Luxury & Hospitality Partner), Fans Play (Fan Engagement Partner), Fittestclub (Sports Accessory Partner), Hudle (Community and Ticketing Partner), Franklin (Ball Partner), Medulance (Medical Partner), Fan To Park (Sports Experience Partner), Radio City (Radio Partner), Republic TV (News Partner) and Vasant Vihar Club (Venue Partner).

    Globally, nearly 80+ countries play Pickleball and in India, there are over 15,000 registered players, with 21 states that have registered Pickleball Associations across the country. The sport is hugely popular in cities including Delhi & NCR, Mumbai, and Bengaluru and has a growing footprint in cities including Hyderabad, Kolkata, Chennai, Jaipur, Ahmedabad, Vadodara, Indore & Bhopal, with new ranking systems, leagues, tournaments & events proliferating across India.

    Commenting on their association with the TATA.ev Pickleball Weekend Fiesta 2024, Tata Passenger Electric Mobility Ltd. chief commercial officer Vivek Srivatsa, said, “For TATA.ev, the Pickleball Weekend Fiesta perfectly embodies the blend of community, sustainability, and technology—values that lie at the heart of our mission. As one of the fastest-growing sports globally, Pickleball is gaining remarkable traction in India, with over 10,000 active players and an impressive annual growth rate of more than 30%, both in participation and court development. The sport’s unique blend of accessibility, low environmental footprint, and emphasis on inclusivity deeply resonates with our commitment to a greener, more inclusive future. By supporting events like this, we not only foster healthy, active communities but also promote collaboration that drives meaningful progress for both society and the planet.”

    “Havas Play is committed to creating content and experiences that are intertwined with consumer passions and activate in the spaces that matter most to people,” shared Havas Play global managing director Charlie Farrant. “The growing passion for Pickle Ball in India demonstrates the untapped potential for brands, and we are excited to partner with TATA.ev for this event that will both provide a forum for enthusiasts to connect with fellow sports lovers and demonstrate to brands the untapped potential in this area.” 

  • Tata.ev’s ‘Perry Powerful Punch’ award breaks the internet

    Tata.ev’s ‘Perry Powerful Punch’ award breaks the internet

    Mumbai: While the Women’s Premiere League reached great heights in shattering biases in the world of cricket, we saw Ellyse Perry of Royal Challengers Bangalore (RCB) shatter not only stereotypes about women in the sport, but also the window of the title sponsor’s display car, the TATA.ev.

    Perry’s sixer broke the car’s glass window on 4 March.

    FCB Kinnect & Tata.ev decided to take this moment of brouhaha and turn it into a memorable triumph for the cricketer, by bestowing her with the ‘Perry Powerful Punch’ award – which also carried the date on which she broke the glass.  

    What’s special about this award is that it was carefully crafted with the shattered glass of the very window that Perry broke.  

    The internet was in awe of the gesture by the brand, which made headlines in several sports and other publications.

    Taking to social media, the brand said, “​You did what every kid playing cricket on the streets, dodging parked cars, dreams of doing but never actually dares. Breaking that display car wasn’t just a jaw-dropping moment; it was a sweet, sweet nod to the mischievous joy hidden in the heart of every cricket lover. Cheers to you, the window-breaking warrior of the #TATAWPL 2024!”

    Tata.ev encouraged Perry to never break her spirit for anything, and especially not over broken glass.

    FCB Kinnect national creative director Kartikeya Tiwari said, “Contemporary brands are built as much on unplanned moments, as on planned ones. The WPL is bigger than just a cricket tournament – it’s a celebration of resilience and talent. This incident was the perfect epitome of how women in India are shattering the glass ceiling. We simply wanted to immortalise this by giving Perry her flowers and not taking the genuineness out of this moment.”

  • “We aim to sell close to one lac EVs, this financial year”: TPEML’s Vivek Srivatsa

    “We aim to sell close to one lac EVs, this financial year”: TPEML’s Vivek Srivatsa

    Mumbai: Incorporated on 21 December 2021, Tata Passenger Electric Mobility, a subsidiary of Tata Motors, has unveiled its new brand identity, TATA.ev, marking a pivotal step in India’s EV revolution. Aligned with sustainability and innovation, the identity embodies “Move with Meaning,” uniting values of sustainability, community, and technology. The Orbit logo and Evo Teal color symbolise a circular ecosystem and tech-forward commitment. This evolution reflects Tata’s drive toward a greener future while emphasising customer experiences. With a 70 per cent market share in four-wheeler EVs, Tata’s pioneering journey includes selling over one lakh EVs, showcasing a commitment to sustainable mobility.

    Indiantelevision.com on the sidelines of the press conference, caught up with Tata Passenger Electric Mobility Ltd (TPEML) head, marketing, sales and service strategy Vivek Srivatsa to talk about the idea behind the EV business, their TG, market share, etc.

    Edited Excerpts:

    On Tata Motors being the first auto manufacturer to launch an EV in India

    Yes, the first mainstream EV cars with the Nexon EV in 2020. When I say mainstream, it means you can use it like any normal car, i.e., it comes with the right warranty, safety, and all that. We launched the Nexon, the Tigor and the Tiago which was showcased last year in the IPL.

    On TPEML’s market share and the idea behind getting into the EV business when India had not yet opened up to the business

    We saw the signs early. A large part of Western Europe was adopting to EVs and India’s government was strongly pushing EVs and on the kind of subsidies being offered for both manufacturing as well as for customers in terms of GST reduction, made it a very compelling business case, as well as a use case for customers. Of course, it involves some capital investment and some R&D, but we thought we should do it for the betterment of the country in terms of moving towards more sustainable mobility sources.

    But also, when we saw internally in Tata Group, we had all the ingredients ready to move into this, which probably other companies did not have. We had Tata Power, we had Top Auto Components who make the batteries for us. We have obviously Tata Motors expertise in making cars. We have TCS who make software. So, we have all the basic requirements already in place, we just have to create the ecosystem together and take advantage of the government’s subsidies and incentives to give a viable product.

    On the buying trends of Indians today and are you urban-centric or reaching out to your TG’s in the tier-2 and tier-3 market

    Electric vehicle (EV) adoption is surging robustly. The initial 10,000 sales spanned 44 months, while the subsequent 40,000 were achieved in just 15 months. The next 50,000 sales took only nine months. This strong acceleration indicates that achieving the next milestone of 100,000 sales might take 12 months.

    When we launched Tiago, more than 25 per cent of our sales came from the smaller towns. Smaller towns have an inherent advantage in that there is no restriction on parking space. Requiring parking space for charger installation poses a challenge in urban areas, while smaller towns face no such issue. Two-wheeler EVs are already hugely used in smaller towns. So as a concept, it’s not alien to them. They are very focused on the cost of operation. EV is one-eighth or one-tenth the cost of operation of traditional cars and the distances they travel also is not too high. So, EV use case for smaller towns is actually perfect and we are seeing very fast adoption there.

    On Tata Motors building up sustainability, educating your consumers and carrying it forward in various activities in CSR and other things

    Firstly, at the Tata Group level, there is a group-level commitment under something called ‘Project Aalingan’ towards sustainability. Tata Motors is the same, we have committed to be carbon neutral by 2040 which is the most ambitious target for an Indian automotive company. We have committed to be water neutral by 2030. So, firm commitments have been made and that is internal. Through EV adoption and the work with our customers, we are pushing sustainability into the lifestyle of our consumers as well.

    First is obviously, by using EV itself, we’re saving carbon emissions, but we’re taking it beyond with the new brand design and the practices to follow for our community will teach them other elements of the community in terms of long use items, i.e., the longer you use anything, the better it is for the environment, whether it is clothes, gadget or anything. Safe disposal is very important. CSR activities, like educating the underprivileged, and clothes donation for the underprivileged, among others are the ones we are going to formally pursue. These are anyway strong active pillars of what Tata Group does. So, it is actually an extension in a modern way. Not only are we focused on sustainability at a Tata Motors level, but we are also focused on the CSR activity, which actually is a parallel line to sustainability.

    On conceiving the campaign film and its conceptualisation

    The new brand design has been conceived by our partners, Landor & Fitch. They helped us lay this out. There were a few challenges because there are so many aspects. On the business side, it’s a growing business is a very demanding consumer. On the sustainability side, we have made firm commitments and we needed to showcase that also. Also, it has to be a brand design, which is able to be present across all our touchpoints, i.e., digital, retail, communicating offline, online, and digital. So, it took about a year for us to put this together. I think it will help us give a firm direction to, whatever we do in the future.

    On the significance of the bridge

    So, the bridge brings humanity to whatever we do. It allows us to express ourselves better. You can treat it like a floating underline. It allows us to express things better. It’ll also be immediately recognisable as a TATA.ev communication. It does bring in a certain level of expressiveness without

    costing too much and not being on your face.

    On their future plans and the EV’s price range

    We aim to sell close to one lac EVs, this financial year. What we have committed is, we want to look at about 50 per cent of our portfolio or sales being on the electric side by 2030.

    Our EV’s range starts from just below 10 lakhs and goes up to 22 lakhs right now.

  • Tata Passenger Electric Mobility introduces new brand identity

    Tata Passenger Electric Mobility introduces new brand identity

    Mumbai: Tata Passenger Electric Mobility, a subsidiary of Tata Motors and the pioneer of India’s EV revolution today launched its new brand identity, TATA.ev, for the EV business. This new identity is aligned to Tata Motors’ commitment on sustainability & pioneering innovation as well as Tata Group’s focus towards community development. The new brand identity embodies the core philosophy of “Move with Meaning,” unifying the values of sustainability, community, and technology. It is the first step towards providing differentiated and meaningful experiences for customers in the form of a collective initiative to move towards an electric future that is better for the planet and its inhabitants.

    As the EV offering grows, spurred on by surging consumer demand and a robust, thriving product lineup, customers expect a unique experience across all touchpoints, from the brand to the product and its ownership cycle. TATA.ev identified a clear need for a new consumer-facing brand identity that strengthens commitment to the future of mobility.

    Move with Meaning

    The word “move” captures how the company is in the business of mobility but also acts as a launchpad to think of this new brand identity as a collective human movement towards EVs, and towards a safer, smarter, greener future. The words “with meaning” build on the intent – they power up what TATA.ev stands for with a clear focus on responsibility, collective action, and future readiness.

    Commenting on the new brand identity, Tata Passenger Electric Mobility Ltd head, marketing, sales and service strategy Vivek Srivatsa said, “We are entering a new era with TATA.ev. Our new brand identity for electric vehicles underlines our commitment to accelerate the adoption of clean energy mobility solutions. We intend to drive positive change in the automotive industry with the focus on sustainability, community, and technology. Both the products and services are intended to create highly differentiated and meaningful consumer experiences. The brand personality is humane, honest, invigorating, and conversational – a rallying point for those curious about having a better impact on the world.”

    Key highlights of TATA.ev’s brand identity:

    The brand identity of TATA.ev, developed with Landor & Fitch, reflects the brand platform ‘Move with Meaning’ with sustainability at its core. All design decisions are purposeful and deliberate in the same spirit as the brand strategy. The visual design embodies ‘Move with Meaning’ and is accessible, open, and environmentally friendly.

    ●    The Orbit: The “.ev” in the logo mark is enclosed within the Orbit. The dot pattern from Tata Motors’ branding is now made of larger circles in a distinct grid. This orbit embodies how TATA.ev fosters a circular ecosystem of human and environmental interaction, all progressing toward creating a brighter future.

    ●    The brand colour: The brand’s distinct Evo Teal colour, a fusion of technology and sustainability, symbolises TATA.ev’s innovation and tech-forward capabilities, while highlighting the brand’s commitment to move towards a sustainable future.

    ●    Inter Typeface: The open-source Inter typeface reflects modernity and accessibility. The adoption of an existing font was a decision born by the brand’s sustainability first approach.

    ●    The sound of TATA.ev: The intent with the motion and sonic logo is to balance between tradition and innovation, and create a feeling of progressing forward. The sound of the brand combines electronic circuits and a powerful ripple sound – truly inspired by the intersection of nature and technology.

    ●    The character: The ‘bridge’ element has been introduced to infuse character into the typography, imbuing the communication with a sense of motion and dynamism.

    Doubling down on its commitment to sustainability, TATA.ev has been designed with key actions, which ensure it follows an environmentally friendly approach:

    ●    To reduce ink usage, print collaterals are designed on a white base

    ●    To reduce battery consumption and energy usage, all digital collaterals follow a dark mode approach and are designed on a Black base

    ●    To ensure wide accessibility, smaller file sizes, quicker loading times, and optimized performance, the font family used is Inter, an open-license and variable font family, to further align with the sustainable approach.

    All consumer-facing communication will begin to assume the new brand identity and will be rolled out in a phased manner.

    With a dominating market share of over 70 per cent in the four-wheeler EV segment, Tata Passenger Electric Mobility has consistently demonstrated its pioneering spirit by introducing cutting-edge technologies and innovative products. Responsible for actively shaping the future of mobility, the company also recently crossed the milestone of selling one lakh Tata EVs. This momentous journey underscores the brand’s unwavering commitment to drive positive change and contribute to a sustainable future for India. To ‘Go Beyond’, the company has already declared its three-phase EV strategy, with plans to offer different body styles at several accessible price points, meeting the evolving needs of consumers. The company aims to set new benchmarks in the EV segment by focusing on seamless connectivity, state-of-the-art design, exceptional performance, and uncompromised safety across its electric vehicle lineup.