Mumbai: Tata Motors, a commercial vehicle manufacturer, has launched the ‘Karo Life Control Mein’ campaign for its connected commercial vehicles platform – Tata Motors Fleet Edge. The campaign vividly illustrates how it empowers businesses to take charge of their operations, optimise resources and elevate overall fleet performance. The campaign debuts 15 distinctive films, each dedicated to highlighting unique attributes of the platform. Each film features a narrator, who plays a pivotal part in bringing to life the benefits of Fleet Edge that enhances operational efficiency and creates a user-friendly system for fleet management.
Commenting on the campaign, Tata Motors Commercial Vehicles chief marketing officer Shubhranshu Singh said, “Centred around empowering users with seamless control over fleet operations, the campaign perfectly aligns with the overarching theme of ‘Karo Life Control Mein.’ The series blended simple messaging of Fleet Edge’s benefits with subtle humour. Each story has been meticulously crafted keeping in mind the genuine challenges our customers encounter in fleet operations, and hence, relating to them. Every aspect of the series is thoughtfully designed to address and alleviate the pain points, ensuring that our solution not only meets but exceeds the expectations of customers for seamless and efficient fleet management.”
Tata Motors Fleet Edge is an advanced telematics platform with an extensive subscriber base, designed specifically to enable efficient fleet management. Till date, over five lakh commercial vehicles have been connected with the platform. With action-able insights and real-time vehicle tracking, the connected vehicle platform helps increase the operational efficiency of fleets leading to lowering India’s logistics costs.
Watch the captivating content series from the link below:
Mumbai: TAM AdEx India has released a quarterly advertising report on radio for Jul-Sept’23.
Ad volumes during Apr-Jun’23 and Jul-Sept’23 have witnessed growth of four per cent and six per cent respectively compared to Jan-Mar’23. Also, Jul-Sept’23 observed growth in ad volumes by seven per cent on radio advertising compared to Jul-Sept’22.
The services sector retained its first position with 34 per cent share of ad volumes during Jul-Sept’23 over Apr-Jun’23 on radio advertising. The top 10 sectors collectively added 89 per cent share of ad volumes in Jul-Sept’23. The education sector descended to sixth position with six per cent share of ad volumes compared to second position in Apr-Jun’23.
Properties/real estates and hospital/clinics retained their first and second positions during Jul-Sept’23 over Apr-Jun’23 on radio advertising. Life insurance and ret cars were new entrants in the top 10 list of categories in Jul-Sept’23 compared to Apr-Jun’23. The top 10 categories together accounted for 53 per cent share of ad volumes on radio advertising during Jul-Sept’23.
During Jul-Sept’23, the top 10 advertisers together covered 15 per cent share of ad volumes on radio advertising. LIC of India ascended to second position in Jul-Sept’23 compared to its sixth position in Apr-Jun’23. Union Bank of India, Patanjali Ayurved and Tata Motors entered the top 10 list of advertisers in Jul-Sept’23 over Apr-Jun’23. 2.9k plus exclusive advertisers were present during Jul-Sept’23 compared to Apr-Jun’23.
Kedia Sezasthan and Vimal Pan Masala retained their first and second positions in Jul-Sept’23 over Apr-Jun’23 on radio advertising. Out of the top 10 brands present in Jul-Sept’23, two of them belonged to Life Insurance Corporation of India. Magics Hair Care was an exclusive brand that entered the top 10 brand list and secured seventh position in Jul-Sept’23 over Apr-Jun’23.
Properties/real estates among categories witnessed highest increase in Ad secondages with growth of 25 per cent followed by cars with 55 per cent growth during Jul-Sept’23 compared to Apr-Jun’23. In terms of growth percentage, computer printers category witnessed the highest growth percentage among the top 10, i.e. 180 times in Jul-Sept’23.
Compared to Apr-Jun’23, Gujarat and Maharashtra retained their first and second positions with 20 per cent and 17 per cent share of ad volumes respectively in Jul-Sept’23. Top five states together contributed 67 per cent share of ad volumes in Jul-Sept’23. Jaipur retained its first position with 11 per cent share of ad volumes in Jul-Sept’23 compared to Apr-Jun’23. Also, the top 10 cities together covered 70 per cent share of ad volumes in Jul-Sept’23.
The evening was the most preferred time band on radio followed by morning and afternoon time bands on radio advertising. Evening & morning time bands together added 69 per cent share of ad volumes.
Ad commercials with 20-40 seconds was most preferred for advertising on radio during both the periods Jul-Sept’23 & Jul-Sept’22. Together, 20-40 seconds and <20 seconds ad size added 94 per cent share of ad volumes on radio advertising.
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.
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.
Mumbai: Homegrown e-sports organisation Yuvin Esports on Wednesday announced Tata Motors as the title sponsors for the upcoming Yuvin Valorant Invitational (YVI) tournament, scheduled from 2-5 September. The partnership marks the auto major’s foray into the e-sports domain which has seen a rapid rise in the recent past.
Founded in 2018, Yuvin Esports has been focussing on building and grooming talent from India, South Asia and Southeast Asia for a competitive international arena.
“The exciting competition will feature India’s top eight Valorant teams battling it out in a single-elimination format,” said the statement. “The teams will be contesting in a best-of-three format while the grand finale will have best-of-five format on 5 September,” it added.
“Tata Motors has time and again come forward to show its support to all kinds of sports and with this association, we commence our maiden journey into the e-sports arena. The Indian e-sports industry is growing at a very fast pace and is becoming a preferred choice of entertainment of young millennials and Gen Zs,” said Tata Motors, PVBU, head – digital marketing, Nikhil Kurian. “At Tata Motors, we cater to the young and aspirational needs of our customers and electronically played sports are one such promising channel. We look forward to a fruitful association with Yuvin Valorant Invitational and hope to encourage the growth of budding talent in this new age field.”
“The brand name and presence like Tata Motors always incites an environment of awe and veneration for all the communities out there irrespective of the medium they are currently in,” said Yuvin Esports Pvt Ltd, CEO & founder, Sharang Naicker. “Tata Group has been supportive of multiple sports for centuries and now everything becoming ‘e’, it is the perfect time for the grand entry into e-sports.”
The tournament’s engagement with Tata Motors will coincide with the recently launched Tata Tiago NRG. “We are extremely proud and excited that Tata Motors has partnered with us to promote Tiago NRG through a modern medium of e-sports. This is the first of many events we have planned for the massive e-sports enthusiasts’ community,” Naicker further said.
The YVI tournament will be streamed LIVE on Yuvin Esports’ YouTube channel in English and Hindi.
Mumbai: Tata Motors has announced changes in its Board of Directors. The automaker has elevated Girish Wagh as executive director, with effect from 1 July. He currently serves as the president of commercial vehicles.
The company also announced that Guenter Butschek will step down from his role as CEO and MD from 30 June. He would relocate to Germany at the end of the contract for personal reasons. “Butschek will continue as a consultant till the end of this fiscal year,” it said in a statement.
President- passenger vehicles, Shailesh Chandra, CEO – Jaguar Land Rover, Thierry Bollore, and Wagh will continue to work closely with the chairman, N Chandrasekaran to lead Tata Motors, the company stated.
Speaking on the latest announcement, Tata Motors’ chairman, N Chandrasekaran said, “I would like to thank Guenter for leading Tata Motors successfully over the last five years and creating a strong foundation for the future. I look forward to his continued inputs as a consultant to the company.”
MUMBAI: As we celebrate one more May Day, also called the International Day of Workers or International Labour Day, dedicated to workers and labourers across the world (from behind closed doors in the safety of our homes), it becomes even more important to recognise the invisible labour of those countless workers who keep our lives going, uninterrupted. Who have put their lives at risk, tirelessly fighting an unseen deadly enemy to just do their everyday job- letting the rest of us have the luxury of choosing not to step out.
With this thought in mind, brands have come forward to shine a light on the working community, who have contributed to our well-being by sharing digital campaigns on this day dedicated to them. Here are some of the creatives/campaigns for Labour Day which caught our eye:
Tata Motors shared a message of hope and solidarity on its Instagram handle, saying “This #LabourDay, we salute those on the frontlines of the battle against #COVID19. Here’s hoping for a safer and healthier future ahead.”
It also reminded us all that “in these unfortunate times we are fortunate to have them”.
Croma Retail shared a film that talks about taking out a moment to pause and to “wholeheartedly thank all the service staff who helped make our days brighter everyday”, while urging us to do the same. It shared, “Their work never stopped, even when the world did. Let’s take a moment to honour and celebrate the unsung heroes who have our utmost respect and gratitude, here’s to you!”
The Aditya Birla Group’s UltraTech Cement gave a shoutout to the labourers who work day in and out, even in these Covid times to create our dream homes.
Bajaj Allianz paid tribute to the frontline workers on social media. “Working endlessly to fight the global pandemic and keep us safe in the bounds of our home. This #WorldLabourDay, let’s contribute to their efforts by following all the rules and norms effectively. #CaringlyYours “ With the words, “Be it an emergency or a pandemic they never stop caring for us,” the insurance company posted.
JSW paints shared a post to thank those who work round-the-clock for us in an Instagram story, “Seize the day from the safety of our homes and thank our heroes for all their efforts”
Kotak Life shared an acknowledgement for the frontline workers, whose hard labour in the pursuit of their livelihood makes our lives smoother. “Here’s to the ones who strive hard for the development of our nation while risking their lives.”
Automotive and inverter battery manufacturer Tata Green shared the following post on its Instagram, saying, “TATA Green appreciates the hard work, dedication and contribution of all the workers across our nation this #InternationalLabourDay,” with the message ‘Let’s honour the hands that have built our nation’.
NEW DELHI: Indian automaker Tata Motors has tapped Martin Uhlarik as its new global design head. The announcement comes in the wake of his predecessor Pratap Bose’s decision to step down.
At present, it is unclear where Bose, who has been with the company for 14 long years, is headed to. He was instrumental in transforming the design language for all of Tata Motors Vehicles, some of which have gone on to win design awards over their lifetimes.
Previously, Uhlarik was working as the head of design for Tata Motors European Technical Centre (TMETC). A 27-year career veteran, he had joined Tata Motors back in 2016 as the head of design in the UK. He is also credited with the development of the Impact 3 generation of vehicles.
Uhlarik will continue to operate from TMETC in the UK, where he will lead teams in the three Tata Motors design centres in Coventry (UK), Turin (Italy) and Pune (India). He will report into Tata Motors president – passenger vehicle business unit Shailesh Chandra.
Tata Motors CEO & managing director Guenter Butschek said, “I am delighted to announce the appointment of Martin Uhlarik as the new global design head of Tata Motors. Martin is an experienced automobile designer with deep domain knowledge of design, keen understanding of international trends and extensive operational experience with leading automobile companies in several geographies. His rich experience and expertise will inspire our teams to further enhance our vehicle design philosophy and language. I take this opportunity to also thank Pratap for his services and wish him the best for the future.”
Uhlarik has a degree in industrial design from the Ontario College of Art and Design University in Toronto, Canada and a degree in Transportation Design from Art Center College of Design in Vevey, Switzerland.
NEW DELHI: Tata Consumer Products (TCP) has roped in Deepika Bhan as the new president of the company’s packaged foods division in India. The appointment will come into effect from 27 April 2021.
Bhan joins TCP from Hindustan Unilever, where she was global brand director – haircare for south Asia. She has had varied stints in sales, customer marketing, media, brand and category/ P&L roles in her career during which she has led large teams across brands and portfolios. She has also worked with PepsiCo and Tata Motors.
“We are delighted to welcome Deepika on board to lead our foods portfolio. We aspire to build this business through agility, innovation and strengthening our brands, and Deepika will lead us in this exciting growth phase,” said Tata Consumer Products MD & CEO Sunil D’Souza.
TCP's foods portfolio includes brands such as Tata Salt, Tata Sampann and Soulfull. In India, the company has a reach of over 200 million households, along with an annual turnover of Rs 10,000 crore with operations in domestic and international markets.
“I’m looking forward to being part of this journey as we build the foods business on the base of the strong leadership position and iconic brands that the company has created. I’m particularly happy to be a part of the Tata Group- an organisation which is purpose-led and built on strong values,” Bhan stated.
The announcement comes days after the consumer goods major appointed Puneet Das as president of its packaged beverages business in India and south Asia.
NEW DELHI: Tata Motors has rolled out a new campaign for the holy month of Ramadan. Named Celebrating Goodness with Tata Motors, the commercial endeavours to instil optimism and provide solace during the challenging pandemic times.
The ad conceptualised and developed by creative agency Ogilvy India aims to spread cheerfulness and delight through #NekiHiDariya, the path of righteousness and good deeds, thus keeping the true spirit of Ramadan.
The film depicts a group of employees working selflessly to ensure that their employer doesn’t miss breaking his fast, better known as iftar, due to his car breakdown during Ramadan. Overwhelmed by their gesture, the employer heartily invites his employees to his residence to break the Ramadan fast together. The employer along with his employees later celebrate their moments at the dining table.
The ad highlights the spirit of compassion, benevolence, and equality within everyone, across all nationalities and races.
"Ramadan is an important period for Tata Motors customers worldwide, and every year during this auspicious period, Tata Motors shares a beautiful message on the human spirit that binds us all together and connects us through our aspirations,” said Tata Motors VP international business commercial vehicle business unit Rudrarup Maitra. “This year, Tata Motors celebrates this everlasting human spirit of helping and inspiring each other through this beautiful film and shows that the spirit of Ramadan is experienced best when it is celebrated together. Wishing everyone a blessed Ramadan!"
