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Tag: Tata Motors

  • 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 Motors announces the second year of association with VIVO IPL, with its premium SUV, Harrier

    Tata Motors announces the second year of association with VIVO IPL, with its premium SUV, Harrier

    MUMBAI: Continuing its relationship with the Board of Control for Cricket in India (BCCI), Tata Motors today announced its premium SUV, Harrier, as the Official Partner for the VIVO IPL 2019. After an extremely successful outing last year, Tata Motors moves to a bigger and better season with the prestigious tournament. The 2019 VIVO IPL begins on March 23.

    Commenting on the continued association with the VIVO IPL, Mr. Mayank Pareek, President, Passenger Vehicle Business Unit, Tata Motors, said “After a successful association last year, it is only fitting for Tata Motors that our premium SUV, Harrier, should be the Official Partner of one of the biggest sporting events across the world. Born of legendary pedigree, the Harrier has received a phenomenal response from customers across India. Much like the IPL, which is one of the most iconic global cricketing events, and is widely celebrated as a platform for budding talent and international cricket legends, the Harrier too is known for its exhilarating performance and exciting drive. We have elaborate plans to capture the audience’s attention in-stadia, on-air and across digital platforms, and hope to drive tremendous value from this association yet again.”

    Speaking on the development, Acting Secretary of BCCI, Mr. Amitabh Choudhary said, “We are excited to continue our partnership with TATA Motors and have their newly launched SUV, Harrier, as the Official Partner of the IPL, 2019. Harrier’s exhilarating performance is very akin to the muscle that players put in to have the highest batting strike rate and win the Harrier Super Striker Award every match and for the season. We look forward to delivering great exposure to both the Harrier brand as well as TATA Motors.”

    As the Official Partner, Tata Motors will showcase the Harrier in the stadium, across all matches, with exciting on-ground engagement plans and merchandise. The IPL matches will play host to the exciting Harrier Super Striker Awards – the best striker of the match stands a chance to win the beautiful and much-longed Harrier Super Striker Trophy along with a prize of INR 1 lakh. Moreover, the batsman with the highest strike-rate of the tournament, stands a chance to drive home the Tata Harrier. In addition to this, there are other interesting engagement activities lined up for the fans; like the Harrier Fan Catch, where anyone who takes a single-handed catch in a match stands a chance to win INR 1 lakh. The Harrier will also be a part of the IPL Trophy Tour, which is being planned across major Indian cities.

  • Tata Motors, WATConsult unveil ‘Apni Hatchback’

    Tata Motors, WATConsult unveil ‘Apni Hatchback’

    MUMBAI: Tata Motors, a global automobile manufacturer, unveiled a new music video titled ‘Apni Hatchback’ for the brand's bestselling hatchback- the Tiago. This is in collaboration with WATConsult, a digital and social media agency from Dentsu Aegis Network’s bouquet.

    Released across Tata Motors’ digital platforms, the music video leverages the growing acceptance and popularity of the rap music culture in the country and is an ode to the Tata Tiago community. Looking at the pace at which ‘Indie Hip Hop’ is cutting through the clutter of Bollywood among the audience, ‘Apni Hatchback’ is a testament to Tata Motors’ ability and efforts in catching the pulse of the audience. The music video is conceptualised and executed by WATConsult, the digital media partner for Tata Motors’ passenger vehicle business.

    Speaking on the same Tata Motors, head – marketing, passenger vehicle business unit Vivek Srivatsa said, “Raising a toast to all our Tiago customers, we are elated to launch this music video – ‘Apni Hatchback’. The video has been made keeping in mind our consumers, who are young, cool and fun loving. The Tiago has been one of our best-selling brands and we plan to continue leveraging newer trends and keep engaging with our audience in innovative ways. We are confident that our customers will shower as much love upon this video as they have on our product.”

    WATConsult founder and CEO Rajiv Dingra said, “Tata Motors in the last few years has been consistently innovating, not only in terms of bringing world-class vehicles on the road but also banking on the power of digital to deliver dynamic and unique communication through regular interventions. This music video is yet another shining example of how the brand has leveraged popular culture to create distinctive digital content.”

    The video that embraces the rap culture talks about the safety and the love customers have for the car, was released two days before Valentine’s Day and leveraged all social media platforms like Facebook, Twitter, Instagram, and YouTube. 

  • Truck Drivers turn artists with Tata Motors’ ‘Photo OK Please’ contest

    Truck Drivers turn artists with Tata Motors’ ‘Photo OK Please’ contest

    MUMBAI:  Tata Motors has shared that its brainchild contest ‘Photo OK Please’, an effort to reach out to the trucking community, to recognise the exciting side to their trucking life and encourage digital engagement for the drivers and has been running successfully across the country now. 5500 drivers have registered with more than 13000+ photo entries across 21 cities.

    The unique contest by Tata Motors recognises and rewards the truck drivers as they share photos from their travel experiences. The Tata Trucker drivers get to pass by unique and unseen stretches of India as a regular part of their profession. This makes them privileged in a manner unknown to them and the contest helps them realise their reach and boosts their confidence and contentment in what they do.

    Out of the large volume of image entries received every day from truckers across the country, a daily winner and weekly winner are announced to keep the contest fever alive. Submissions of winners have their names, individual photos, and truck model numbers inscribed with location details on the pictures while posting on social media for recognition enhancement. Out of the top 3 entries selected, the 1st and 2nd prize winners will win family holiday packages worth Rs 75,000 and Rs 40,000 respectively, and the 3rd prize winner will win a smartphone worth Rs 25,000. In addition to these, weekly prizes will also be given out.

    Commenting on the campaign, Tata Motors head marketing communications, CVBU UT Ramprasad said, “At Tata Motors, we are constantly churning unique ways to positively impact the lives of our most important stakeholders, the truck drivers. ‘Photo OK Please’ is meant to be a platform for the drivers to engage with a wider audience and share their experiences on social media. We hope this contest will reveal the lesser known aspect of a truck driver’s life and inspire the youth to consider it as a viable career option. The campaign has received a very encouraging response so far and we look forward to all the wonderful entries still to come.”

    Social platforms such as Instagram, Facebook and WhatsApp are being used to reach truck drivers. The campaign exhibits moments from the lives of the truck drivers on these social media channels and a dedicated website with an extensive promotion of the contest and the entries on television programs and digital channels. A multi-lingual website has been created for the contest, which will be used for registrations, tips, announcing the winners, etc. Additionally, on-ground activation at dealerships is also being carried out.

    The first phase of the year-long campaign ends on 30 March which will be followed by the final winner selection in the first week of April.

  • Tata Nexon cars ‘Ask the Right Questions’ this Republic Day

    Tata Nexon cars ‘Ask the Right Questions’ this Republic Day

    MUMBAI: WATConsult and Tata Motors launched ‘Ask the Right Questions’ campaign for Tata Nexon to mark the 70th Republic Day celebrations of India. The core theme of the campaign is to address the concern of casualties in road crashes and it aims to bring about a behavioural change among the audience by influencing them to ask safety-related questions first while purchasing a vehicle.

    The thought behind the campaign is – ‘Public Safe, toh Republic Safe’. Conceptualised and launched digitally by WATConsult, the initiative focuses on changing people’s mentality from asking “KitnaDeti Hai?” To “Kitni Safe Hai?”

    WATConsult founder and CEO Rajiv Dingra said, “In the Indian democracy, each citizen has freedom of speech as it's a fundamental right. However, it's not always about asking questions, it’s about asking the right questions. The video was released around the republic day as we want all citizens to understand and use their right in the direction that brings change in the way society thinks about purchasing a car.”

    Tata Motors head – marketing, passenger vehicle business unit Vivek Srivatsa noted, “This republic day, we are driving awareness on safety, making the citizens of our country safer on the roads. We prioritise safety in our cars and have achieved the best of global standards for safety on the Nexon making it the safest car in India”

    The video was released a day before Republic Day and leveraged all social media platforms like Facebook, Twitter, Instagram, and YouTube. 

  • Tata Motors celebrates #DeshKeTruck with brand new TVC

    Tata Motors celebrates #DeshKeTruck with brand new TVC

    MUMBAI: Tata Motors, India’s automotive company has introduced its brand new TVC DeshKeTruck, continuing its association and strong support towards home –grown sports of the country like kabaddi and wrestling. The film establishes Tata Motors’ range of commercial vehicles as an integral part of a sportsperson’s quest for excellence, helping them hone their skills to pursue success. The film ‘Desh Ke Truck’ has been conceptualised by Rediffusion and executed by Old School Films.

    The TVC features players such as Sushil Kumar, Bajrang Punia, Sakshi Malik, Rishank Devadiga, Monu Goyat etc. among others, from Wrestling Federation of India (WFI) and Pro Kabaddi League (PKL). It will be promoted during the ongoing Pro Kabaddi League matches, further cascading on to the social media handles with the following hashtags – #DeshKeKhiladi #DeshKeTruck #PKL #WFI.

    Speaking on the TVC Tata Motors Commercial Vehicle Business Unit, head – marketing and brand communications UT Ramprasad said, “Tata Motors is the archetype trucking champion of India. In essence – the ‘DeshKeTruck’ positioning embodies our vehicles and the movement of the Indian economy at large. Tata Motors Commercial Vehicle’s association with Kabaddi & Wrestling is our acknowledgment of the undeniable and unstoppable ‘Sportification’ of India through these homegrown sports.”

    Rediffusion executive creative director Pramod Sharma said, “Tata Commercial Vehicles are the lifeline of India. Be it goods, Ganesha idols or sports felicitation processions, the Tata vehicles carry emotions with them, making them the heartbeat of the country. Our idea stemmed from this insight, executed nicely by Old School Films.”

    Tata Motors is at the forefront, promoting wrestling and kabaddi in the country through their recent associations with Wrestling Federation of India (WFI) and Pro Kabaddi League (PKL). In some of the biggest non-cricket partnerships of the country, Tata Motors takes pride in extending its support beyond a simple commercial engagement by promoting the sport, encouraging and developing rising sporting talents, enabling them to achieve their aspirations.

  • Tata Motors ‘Ghar Lao Gold’ Contest winners felicitated by Akshay Kumar

    Tata Motors ‘Ghar Lao Gold’ Contest winners felicitated by Akshay Kumar

    India: Encouraging self-employment and entrepreneurship in India, Tata Motors is excited to announce the winners of the ‘Ghar Lao Gold’ contest – a competition aimed to discover entrepreneurs with the most creative ideas, comprising the Tata Ace Gold. The five winners have each won a brand-new Tata Ace Gold worth Rs. 3.78 lakhs handed over by the superstar and brand ambassador of Tata Motors Commercial Vehicles, Akshay Kumar. The winners and the budding entrepreneurs, with the legendary Tata Ace Gold will look to implement their innovative ideas and turn it into a reality.

    Congratulating the winners on their entrepreneurial outlook, Mr. UT Ramprasad, Head – Marketing and Brand Communications, Commercial Vehicle Business Unit, Tata Motors said, “A winner is someone who recognizes his talents, works towards developing them into skills, and uses these skills to accomplish his goals. Our Ghar Lao Gold campaign was aimed at fostering entrepreneurship, across the country. Through this campaign, we realized that India has a huge talent pool with unconventional ideas, but because of limited resources not everyone is able to showcase their creativity. We sincerely hope Tata Motors Ace Gold can catalyse their ideas into something brilliant for themselves and the society at large. We would like to congratulate the budding entrepreneurs for their creative ideas and look forward to assisting them in achieving their goals.”

    The #GharLaoGoldContest received an overwhelming response with over 25,600 entries in just a span of two months. All the top 19 finalists were mentored by a group of esteemed judges and the top 5 winning business ideas were adjudged as the champions. Extending its sincere thanks to all the applicants, Tata Motors will be assisting each of them as they expand their creative ideas.

    Here is a brief introduction of the 5 budding entrepreneurs, who participate and emerged victorious in the Ghar Lao Gold contest. Out of 25,600 participants, this outstanding bunch proved their mettle.

    Anish Kumar – A well-qualified Mechanical Engineer who belongs to Patna, Bihar. He wants to pursue his dream while serving the society at large. His idea is to start a road repairing business where he aims to repair potholes. According to Anish, these potholes on the road cause numerous accidents every year. He envisions becoming India’s largest ‘quality’ road repairing contractor in the coming years.

    Rahul Tak – He hails from Ajmer, Rajasthan and is an expert in servicing the heart of electrical transformers, which is called OLTC (On Load and No Load Tap Changer). The OLTC requires servicing and small quantity of transformer oil periodically. Rahul’s business idea is to install a small servicing unit in Tata Ace Gold and service transformers across the length and breadth of his district and expand it further over the years.

    Roma Roy – The wife of an NTPC employee based in Korba, Chhatisgarh, and this homemaker’s dream is to start a mobile theme-based restaurant. Her business venture will be one of a kind in the remote are where she lives with over 300 other families.

    Gurinder Singh – A 51 year old automobile spare parts marketing professional from Delhi, who left his job of 20 years to venture on his own. His idea with Tata Ace Gold is to establish his own automobile spare parts logistics business from scratch.

    Aniketh Roy – A local boy from a small village in Silchar, Assam known as Saidpur. The area has poor infrastructure with almost non-existent roads. His great vision is to help all the farmers in his village by transporting their agricultural produce to the nearest town. They are currently managing this with great difficulty. A lot of produce gets wasted because it is not transported in time. He wishes to expand his venture to the farmers in nearby villages in the future.

    On an average, in every 3 minutes, an Ace has created a new business, generated employment and inspired entrepreneurship opportunities, thus transforming lives in the remotest areas in India. Strategically designed to perform all tasks for the last mile movement, the Ace continues to remain the preferred choice of Indian entrepreneurs and small businesses in the country. Through the ‘Ghar Lao Gold’ contest, Tata Motors continues to inspire the new generation of up-and-coming entrepreneurs.

  • Tata Motors inks multiyear partnership with the Pro Kabaddi League

    Tata Motors inks multiyear partnership with the Pro Kabaddi League

    MUMBAI; The Commercial Vehicles Business Unit (CVBU) of Tata Motors today announced a three-year long partnership with the Pro Kabaddi League (PKL) as Associate Sponsor, starting this season. Concurrently, Tata Motors will extend their commercial support to Pro Kabaddi franchisee U.P. Yoddha as the principal sponsor for the second consecutive year. With the aim to promote and encourage sporting talent across India and overseas, this partnership is in line with the Tata Motors objective to strengthen its long-term association with Kabaddi. Through this partnership, Tata Motors hopes to build deeper connections with stakeholders across India, including drivers, fleet owners and the general public at large.

    This year, Tata Motors will be introducing two new elements in the league. The best defender will be awarded the “Tata Ace Defender of the Match” award after each game. Tata Ace Defender of the Match will culminate into “Tata Ace Defender of the Season” at the end of the Season. Tata Motors will also give out the title of “Tata Ace Fan of the Match” with winner getting a golden chance to watch one of the Live PKL match from the designated VIP Box and also get an opportunity to appear on television.   

    Commenting on this development, Mr. Girish Wagh, President – Commercial Vehicle Business Unit, Tata Motors said, ‘Games like Kabaddi have always been at the forefront to connect with the masses in India exemplifying the energy, the passion and dynamism which the Tata Motors Commercial Vehicle Brand has always been associated with. Kabaddi as a sport is a passion in our hinterland and PKL is elevating the game through high visibility and appeal to the country at large. Commercial Vehicles are the backbone of our economy and in some manner touch everyone’s life on an everyday basis– and Kabaddi as a sport is also one for the masses and touches all sections of Society. We are truly delighted to partner with the Pro Kabaddi League franchise and continue our association with the U.P. Yoddha team. We are confident that these associations will reap great benefits in building deeper connections with more natural roots in the heartland of India – something few other sports or marketing events can ever match.

    In India, an indigenous sport like kabaddi, that has been around for thousands of years, enjoys a considerable following among the masses. But unlike cricket, its relatively recent and more mainstream counterpart, kabaddi does not garner the recognition and monetary compensation it warrants. By forging a three-year alliance with the Pro Kabaddi League, Tata Motors aims to alter this scenario for the better.

    This is not the first tryst Tata Motors has had with the Pro Kabaddi League. Tata Motors began the association with Kabaddi with U Mumba in 2016, for two consecutive seasons of the Pro Kabaddi League. Since last year, the company has been associated with U.P. Yoddha and has extended their commercial support as the principal sponsor of the team this year as well. The PKL has the second highest viewership of any sport in India. The League has grown from 8 teams to 12 teams, and the period has also been extended to 3 months this year.

    Tata Motors is passionate about the ‘Sportification of India’. The company is committed to promoting and discovering sporting talent and enabling the youth of this country to achieve their dreams. In recent times, the company has been associated with various sports including wrestling (WFI), cricket (IPL) and football (Jamshedpur FC).

  • Tata Motors expects festive season to pump up sales; launches Tiago NRG

    Tata Motors expects festive season to pump up sales; launches Tiago NRG

    MUMBAI: Tata Motors has launched its newest addition to the passenger vehicle family – The Tiago NRG. It has extended the Tiago brand with an all-new SUV inspired vehicle, positioned as the ‘Urban Toughroader’.

    Tata Motors CEO and MD Guenter Butschek said, “In line with our brand promise ‘Connecting Aspirations’, we want to be in sync with the growing trend of bringing to market more SUV like vehicles. With this launch, we are extending the Tiago brand and increasing our presence by entering into newer segments and tapping new sets of buyers. This launch is a step towards our Turnaround 2.0 journey, as we continue to focus on winning sustainably’ in the PV business.”

    The company does not want to limit the brand to a set demographic and target audience and rather aims to appeal to audiences in big cities and small towns.

    Tata Motors head of marketing for passenger cars Vivek Srivatsa expects the festive season to perform well considering that the last two months have been slow for the market. “We expect a catch up to happen between October-December,” he said.

    On the distribution front, the car will be available with 300 dealers and another 300 EOS (extension outlets) to tap in a large set of audience across 300 towns in India. 

    The marketing campaign for the car is scheduled to go live from October with an extensive use of TV, print, digital and selective OOH. Srivatsa believes in the power of OOH as it will enable them to highlight the look of the car.

    In order to tap into more customers during the festive season, Tata Motors is set to launch a hatchback and a sedan within the next three months.

    The formerly launched Tiago stands in the top 10 brands in the country. The car has a market share of around 10 per cent as of 2018 and has grown steadily from a customer base of 3000 per month to 8000 per month.

    While manual cars are often the most bought, people are increasingly choosing automatic cars as it allows them to drive with ease. Although Tiago NRG does not have an automatic variant yet, Srivatsa mentions that the company will look at the market response for the car and then decide on whether it is a viable option to launch an automatic variant of the car or not.

    The earlier launched Tiago cars do come in an automatic variant and interestingly, 20 per cent of Tiago cars on road are automatic. The company is positive and bets big on automatic cars as the way ahead.

    Powered by the 1.2L Revotron petrol engine and the 1.05L Revotorq diesel engine, the Tiago NRG will be available with 5-speed manual transmission. It will come in three attractive colour options – Malabar Silver, Canyon Orange and Fuji White, with dual tone infinity black roof and roof rails.  The car is priced at Rs 5.49 lakh for the petrol version and Rs 6.31 lakh for the diesel version, ex-showroom Delhi.

    Tiago NRG will have to face stiff completion from Hyundai and Toyota who have similar cars in the market that are priced between Rs 5.5-8 lakh.