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Tag: Tata Harrier

  • Digital is the backbone of Tata Motors’ IPL 2019 marketing mix

    Digital is the backbone of Tata Motors’ IPL 2019 marketing mix

    MUMBAI: It is the second year of association between Tata Motors and the Indian Premier League (IPL), and the former is pretty positive that the season is going to help it in boosting the recognisability of its new launch, ‘Harrier’. This premium flagship SUV from the Tata Motors’ portfolio was announced as the official partner of the game recently.

    Talking to Indiantelevision.com at the event, Tata Motors head – marketing, passenger vehicles business unit Vivek Srivatsa shared that it is extremely difficult to get a wider penetration into a diverse country like India, especially in the smaller towns but platforms like cricket play a great role in taking the brands to each household. He said, “What we found very endearing and attractive about IPL is how it has a national fervour as well as a regional flavour. Thanks to the broadcaster Star’s initiative, it has got transmission in all the four Southern languages, Marathi, and Bengali as well. I think it has allowed us to go very deep into and achieve a great level of relevant reach. It also creates good awareness and this it has helped the brand really well.”

    He added, “We have already got good momentum and with IPL we would like to take it even further. With Harrier, fortunately, the customer response has been extremely strong since its launch in December. With IPL, we want to only improve it.”

    Definitely, IPL has a strong viewership and it draws a lot of interest from each section of the society. Thereby, Tata Motors has a strong planning perspective as to how to leverage this platform in the best manner possible. For Srivatsa, digital is at the core of each marketing strategy, “For Harrier, we already have an extremely strong Instagram handle. It already has 25,000 organic followers. Thus, you will see a lot of Instagram activity happening this season.”

    He shared, “Digital will provide the backbone for every activity that we do. There is ‘Super Striker’ and then there is ‘Fan Catch’, the two strong properties already established by us in the last season, which we will continue to grow this time as well. With Super Striker, every match has a player who is awarded a very unique award scale model of the car. I see that the players get excited and they go on their own social media handles to celebrate. It has become good content for us. Also, there are almost 400-500 sixes that are hit during the IPL. Now, every time a sixer is hit, people start looking out for who will catch the ball and win the ‘Fan Catch’. For us, this means a brand recall of 600 times during a season.”

    Apart from this, Tata Motors is also planning to give the cricket fans an online virtual reality cricket game experience. “This will probably be in our showrooms and a few malls. I have already tested the game and it is fantastic. It feels like playing a real match,” said Srivatsa.

    He added that there will also be an online ‘choose your dream team’ kind of championship from last year. Since the IPL trophy tour will be covering two cities-Bengaluru and Delhi, it will also be promoted heavily on digital platforms.

  • Tata Harrier kick starts the Tata Mumbai Marathon 2019 trophy tour

    Tata Harrier kick starts the Tata Mumbai Marathon 2019 trophy tour

    MUMBAI: Tata Harrier- the official lead car of the Tata Mumbai Marathon 2019, today started the Tata Mumbai Marathon Trophy Tour 2019, ahead of this year’s edition of the iconic race. The much anticipated Harrier is proudly ferrying the winner’s trophy across the city of Mumbai projecting its superlative Impact 2.0 design language and its muscular build, based on the legendary D8 architecture of Land Rover. Culminating on 18th January, this tour is also the public debut of this much awaited SUV on the streets of Mumbai.

    The tour is scheduled from the 14th- 18th January and will cover the leading corporates of Mumbai, visiting the campuses of TCS, BNP Paribas, Tata AIG amongst others who have the maximum registrations for the 2019 edition of this prestigious race. Enthusiastic runners in these companies will get a chance to see the trophy up close and also witness the Harrier in the full flesh. Additionally, customers will also get an opportunity to book the Harrier at these events and get their hands on the limited edition Collectors item- a scale model of the Harrier, which will be handed over to them at the time of the vehicle delivery.

    According to Mr. Vivek Srivatsa, Head- Marketing, Passenger Vehicles, Tata Motors – “We are pleased to associate with the Tata Mumbai Marathon again.  We have enjoyed a fruitful partnership with the event, which only continues to grow stronger. We have been buoyed by the response received during last year’s edition. This year, we are back with yet another winner on our hands- our much awaited vehicle and the new benchmark of SUVs, the Tata Harrier. The Harrier will be the lead car in the race this year.  We are delighted to give a preview of the Harrier and the trophy to the fans in Mumbai.”

    According to Mr. Vivek Singh, JT. MD Procam International – “We are very pleased to have the Tata Harrier make its foremost public appearance at the front of Tata Mumbai Marathon and what's even more exciting is that our lead vehicle will showcase the glory of the Mumbai Marathon trophy. The trophy was specially crafted by acclaimed artist Paresh Maity, encapsulating the energy of the run and the 7 islands of Mumbai. The human figure exuding confidence is not just the Marathon runner but the everyday Mumbaikar, whose journey takes him across the seven islands of the city.  Standing on seven pillars  also symbolises the human emotions that a runner overcomes to finish his run."  

    Offering exemplary driving dynamics, this 5-seater monocoque SUV has been extensively tested for a cumulative distance of 2.2 million kms, showcasing its mettle to wade through the toughest of terrains. Powered by the cutting-edge 2.0L KRYOTEC diesel engine, the vehicle delivers exceptionally refined drivability and performance. Harrier will be the first product to sport the Impact 2.0 Design language from Tata Motors and will offer extraordinary exteriors, intelligently designed luxurious interiors, future ready connectivity and infotainment.