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Tag: Tata Motors

  • Tata Motors becomes first principal sponsor of India’s wrestling federation

    Tata Motors becomes first principal sponsor of India’s wrestling federation

    MUMBAI: Wrestling Federation of India (WFI) has got its first ever principal sponsor in the name of Tata Motors. The Commercial Vehicles Business Unit (CVBU) of Tata Motors announced an all encompassing three-year strategic partnership to encourage and promote the sport of wrestling and leverage the strong connect with the brands of its CV range.

    Beginning with the 2018 Asian Games in Jakarta, this partnership will continue till 2021 that will include the World Championship and World Cup, 2020 Olympic Games, besides other national and international wrestling events.

    This will be one of the biggest non-cricket associations in the country, where the world’s sixth largest CV player is going beyond mere sponsorship. As a part of the historic mega partnership, Tata Motors will support top performing 50 wrestlers (both men and women), across categories, on both domestic and international circuit.

    Tata Motors VP sales and marketing CVBU RT Wasan said, “This is a landmark association that we have with the WFI. Tata Motors as a brand and wrestling as a sport both cater to large masses is the reason that this partnership is going to be a perfect fit; there is no reason why we shouldn’t be looking at long term association.

    Speaking on the occasion Tata Motors president – CVBU Girish Wagh said, “Today, a sport with the energy and dynamism is seen as a major platform for brands to connect with people across India – both masses as well as classes. Commercial vehicles are the backbone of our economy and for Tata Motors, as India’s leading commercial vehicles manufacturer, we see sport as a significant bridge to reach out to various stakeholders – drivers, fleet owners, dealers and distributors, media and the public at large. We are truly delighted to associate with Wrestling Federation of India (WFI) and wish our Indian team the very best in the forthcoming Asian Games at Jakarta.”

    Commenting on the partnership, WFI president Brijbhushan Sharan Singh said, “We are delighted to have a ‘bharosemand partner’ like Tata Motors as our principal sponsor for all our national and international events until year 2021. It is a first of its kind association for Indian Sports where a reputed brand like Tata Motors is associating with the entire sport for three long years. Wrestling is a game of strength and endurance and these values are perfectly resonated by Tata Yodha vehicle. Together, we hope to scale new heights and create more visibility for wrestling as a sport and help young individuals achieve their sporting ambitions.”

    Celebrating this initiative, the new official Tata Yodha jersey for the Indian Wrestling Team was unveiled by the stars of Indian wrestling including Olympic medallists Sushil Kumar, Yogeshwar Dutt, Sakshi Malik along with Geeta Phogat – India’s first women wrestler to qualify for Olympic in 2012 and Bajrang Punia, Sandeep Tomar, Pooja Dhanda and Satyawart Kadian in the presence of senior management from Tata Motors CVBU and official of WFI.

    Tata Motors is extensively dedicated to the ‘Sportification of India’. The company has constantly been associated with various sports such as cricket (IPL), Kabaddi (UP Yodha) and Football (Jamshedpur FC).

  • Tata Hexa celebrates with #OneWithTheRoad campaign

    Tata Hexa celebrates with #OneWithTheRoad campaign

    MUMBAI: WATConsult, the digital and social media agency from Dentsu Aegis Network India and Tata Motors launched a digital campaign, #OneWithTheRoad to mark the first anniversary celebration of its lifestyle SUV brand, Tata Hexa.

    #OneWithTheRoad highlighted the special bond that Hexa owners share with their cars. Hexa’s one-year anniversary was a special occasion and, hence, the brand sought to add a personal touch to its communication to induce user-generated content by creating traction on various social media platforms.

    With an aim to connect personally with Hexa owners and create a buzz online, an exciting contest was launched wherein participants were asked to post pictures or videos of their Hexa driving experiences, road trips and community activities on Facebook, Twitter and Instagram tagging Tata Motors and adding the hashtag #OneWithTheRoad.

    In addition to #OneWithTheRoad, the other hashtags that aided in amplification on Instagram were #TataHexa, #HexaAnniversary, #TataHexaOwners. Participants were also asked to fill up a form that asked them to describe their Hexa in one word. The word would be turned into a Hexa Ultimate co-created badge of honour.

    WATConsult founder and CEO Rajiv Dingra says, “The idea was to get up and close with our customers which would help us tap the one year journey of Hexa. #OneWithTheRoad campaign rightly touched the emotional chords of Hexa’s valuable customers and highlighted a lot of memories that they have built with Tata’s Hexa in the year gone by.”

    Tata Motors head of marketing for PVBU Vivek Srivatsa adds, “We are delighted to see the kind of fan following Hexa has seen in a year’s time. It’s attracting new customer profiles who are living the brand and have bonded with it. To show this strong bond we wanted to roll out a campaign and we were delighted to partner with WATConsult team. The #OneWithTheRoad campaign was a good platform to bring these stories alive. It was fun, engaging and owners were also gratified with customised badges for their Hexa, a name they would like to give their car. A truly integrated brand campaign.”

    The campaign created a lot of the right kind of noise. Each level was well placed and perfectly paced. Every phase helped propel the next; the teaser helped create the hype for the launch video. The launch video laid the groundwork for the amplification and the amplification led to immense traction and participation.

    Interestingly, #OneWithTheRoad garnered a 68.3 per cent follower growth on Instagram and 11.23 per cent follower growth on Twitter. The platform that worked best when it came to increasing reach was Facebook; however, Instagram got the best engagement.

  • Tata Motors’ digital campaign for new XL trucks

    Tata Motors’ digital campaign for new XL trucks

    MUMBAI: Tata Motors has created a unique digital first campaign to introduce its new XL range of trucks called, ‘Keep Loading’.

    The campaign was created and conceptualised by Rediffusion Y&R and executed by Havas Media to amplify that the new range of Tata trucks have15 per cent more loading capacity. It was implemented on digital channels across India by creating an industry-first innovation of changing the core loader icon of most video players (about 200+ sites).

    A game-in-game module was also created that helped strengthen the brand promise, by communicating ‘Keep Loading’ and letting users play the concept. Users were gratified with gaming points for playing the proposition of ‘Keep Loading’. The campaign utilised all key facets of digital media – search, social, video, innovation, display, programmatic and tactical premium inventory. Tata’s loader icon popped up whenever people searched for Tata Motors, visited the targeted sites, social media, watched a video, played a game or booked a railway ticket and also when they reached out to competition.

    Tata Motors partnered with YouTube, TrueCaller, IRCTC, Facebook, news websites and other social media platforms to promote the campaign.

    Tata Motors head of marketing communications commercial vehicles business unit UT Ramprasad says, “With increasing number of commercial vehicle customers engaging in the online space and consuming digital content, it was important to address every aspect of this digital spectrum with an idea that was very online intrinsic.”

    Ramprasad pointed out that the objective of the campaign was to own a mnemonic that can resonate with Tata Motors’ CV segment while strengthening the core promise of the ‘Keep Loading’.

    Havas Media managing partner, west and south Kunal Jamuar adds, “The beauty of the idea lay in its simplicity. The buffering icon is a reality that the core target group faces consistently given their mobility. The additional load carrying ability of the vehicle fitted brilliantly with the buffering pneumonic to seamlessly communicate the benefit to the consumer. The width and depth of sites that we tied up with allowed us to reach out to the majority of the audience in a manner that was disruptive and at the same time well integrated.”

    India has over 180 million mobile subscribers who access 3G/4G networks and get their everyday tasks done through the web while 63 per cent of Indian internet users is over 25 years. An average Indian spends around 38-42 per cent of mobile data on video and audio services, 18-22 per cent on social networking, 16-20 per cent on communication services and about 20-24 per cent on other services.

    With this impending digitisation of India, there has been a huge rise in the consumption of data and people are changing the way they consume content. Tata Motors realised that there was a need for the brand to effectively utilise the potential of digital to channelise the traction generated as a result of the traditional campaign and funnel the incremental prospects with the help of digital.

  • Brand Street hires DAN’s Dogra for rural marketing initiative

    Brand Street hires DAN’s Dogra for rural marketing initiative

    MUMBAI: Brand Street India, an integrated marketing agency, has launched ‘Rural Street,’ an identity for its rural marketing branch.

    Rajesh Dogra has been tasked with the agency’s planning and implementation of rural projects nationally. The agency continues its expansion into the space through cutting-edge initiatives and a multi-functional dedicated team. After a few successful rural campaigns such as TVS Motor Company, Tata Motors and TI Cycles, Brand Street India is all set to create new channels.

    With more than two decades of experience in planning and implementation at hand, Dogra has managed numerable projects in the hinterlands. Before joining he had the exposure of working with the rural teams of Dentsu Aegis Network, Percept Out of Home, Dr. Jain’s Video on Wheels and more. Brand Street India stands to have the ability to recognise rural opportunities and develop innovations to tap that space along with their other markets.

    Brand Street India national head Surendra Singh said, “Rural consumers are aspiring to purchase high quality products. Now is the perfect time for us to allocate required dedication and resources towards it.”

    Brand Street India business director Argha Sengupta said, “We are now building a dedicated rural team that will be headed by Rajesh Dogra. He is a very senior member in the rural domain and I am sure it will take the agency to greater heights in the rural markets.”

    Senior manager Dogra said, “The rural consumer is evolving, and they are increasingly changing their consumption patterns. I will be able to utilise my knowledge and experience to pioneer innovations that will take rural marketing to an altogether different horizon.”

  • Carat hires Mayank Bhatnagar & Vinita Pachisia for Mondelez

    MUMBAI: Dentsu Aegis Network’s media agency Carat India has appointed Mayank Bhatnagar as the senior vice-president to lead the Mondelez business in India, and Vinita Pachisia as the vice-president who will look after buying for Mondelez.

    Bhatnagar has more than 16 years of experience in communication and media planning. He has worked extensively on large FMCG businesses across different markets such as India, Malaysia and Singapore. He has also worked across different functions of media agencies to build strong skills in strategy planning, media buying, implementation planning and new business development. He has managed large clients like Nestle, P&G, Tata Motors, Tata Indicom, Kellogg’s and Cadbury.

    Bhatnagar’s last assignment was with Mindshare Malaysia. There, he led the Nestle business and steered digital trading/investments across clients for the agency within the region. He has been instrumental in deploying new processes to improve productivity in Mindshare Malaysia, which led his team to win multiple awards at the local and regional level.

    Speaking on his appointment, he said, “The opportunity to lead Mondelez business in India and work on the portfolio of iconic brands will surely be very exciting.”

    Pachisia has worked across agencies such as Madison, Initiative, Havas and Mindshare. Armed with more than 18 years of experience, Pachisia has worked across a wide spectrum of brands like HSBC, Idea, Kellogg, Heinz and Parle to name a few.

    What differentiates Pachisia is her focus on creating and delivering brand initiatives on media like the highly recalled “IDEA Citizen Journalist” on CNN IBN, HSBC Making it Big, HSBC Green Heroes and Breakfast headlines for Kellogg’s. One of her latest initiatives was the Parle MTV Junkyard project, a progression of the Parle Anti-Litter campaign.

    Pachisia said, “Leading the Investment vertical of a portfolio that is growing and is a leader in the category is exciting. My efforts will be to maximise the returns on their media spends and achieve the objectives set by the client.”

    Carat managing director Kartik Iyer said, “Talent is truly what will create the big difference in the market. I am sure that while they would be working to deliver the cutting edge solutions for Mondelez, they would also enable an upskilling in Carat with their fine experience.”

  • Brands realize value of digital: Liqvd Asia’s new creative head

    Brands realize value of digital: Liqvd Asia’s new creative head

    MUMBAI: Digital driven marketing communications agency Liqvd Asia has appointed Dharmesh Shah as the national creative director. Shah’s last stint was with FCB Ulka, where he spent close to 14 years.

    Commenting on the appointment, Liqvd Asia MD Arnab Mitra said, “Shah has an exceptional understanding of the creative process and has a genuine yearning to take on larger responsibilities and challenges”.

    Expressing his delight, Shah said, “I am ecstatic to be a part of a team that is so passionate about everything digital. I am looking forward to creating some stimulating work.”

    He further added, “The move from traditional to digital has been a natural one for me and now brands too are prioritizing their ad spends and realize the value digital communications adds to their marketing plans.”

    During his career, he has worked for brands such as ITC foods (all brands under Sunfeast) and their confectionery business, the entire portfolio of brands under Wipro Consumer Goods, Paragon, Levi’s, Amul, Tata Indicom, Tata Motors, Tata Consultancy Services, Zee, Tata Chemicals, Nerolac Paints, LIC and ICICI Bank among others.

    Shah has won several awards including: Best Language (other than English) Film for Minto Fresh(RAPA), Concerned Communicator Award by Rajasthan Patrika 2004- Ad for Literacy published in top 50 journal, CNBC TV 18 Autocar awards for the Best Car Commercial for Tata IndicaV2 Xeta (2007), Mint Wall Street Journal – Campaign of the month for Tata Indicom Unlimited Talktime film in 2007, Amul Probiotic Launch Campaign- Winning the International Dairy Federation best campaign at the World Dairy Summit (London). Some of the other campaigns under his name are Tata Indicom launch, Dark Fantasy and several Santoor TV commercials.

  • Brands realize value of digital: Liqvd Asia’s new creative head

    Brands realize value of digital: Liqvd Asia’s new creative head

    MUMBAI: Digital driven marketing communications agency Liqvd Asia has appointed Dharmesh Shah as the national creative director. Shah’s last stint was with FCB Ulka, where he spent close to 14 years.

    Commenting on the appointment, Liqvd Asia MD Arnab Mitra said, “Shah has an exceptional understanding of the creative process and has a genuine yearning to take on larger responsibilities and challenges”.

    Expressing his delight, Shah said, “I am ecstatic to be a part of a team that is so passionate about everything digital. I am looking forward to creating some stimulating work.”

    He further added, “The move from traditional to digital has been a natural one for me and now brands too are prioritizing their ad spends and realize the value digital communications adds to their marketing plans.”

    During his career, he has worked for brands such as ITC foods (all brands under Sunfeast) and their confectionery business, the entire portfolio of brands under Wipro Consumer Goods, Paragon, Levi’s, Amul, Tata Indicom, Tata Motors, Tata Consultancy Services, Zee, Tata Chemicals, Nerolac Paints, LIC and ICICI Bank among others.

    Shah has won several awards including: Best Language (other than English) Film for Minto Fresh(RAPA), Concerned Communicator Award by Rajasthan Patrika 2004- Ad for Literacy published in top 50 journal, CNBC TV 18 Autocar awards for the Best Car Commercial for Tata IndicaV2 Xeta (2007), Mint Wall Street Journal – Campaign of the month for Tata Indicom Unlimited Talktime film in 2007, Amul Probiotic Launch Campaign- Winning the International Dairy Federation best campaign at the World Dairy Summit (London). Some of the other campaigns under his name are Tata Indicom launch, Dark Fantasy and several Santoor TV commercials.

  • Maxus Content, The Viral Fever and Tata Motors bring alive Tripling with Tiago

    Maxus Content, The Viral Fever and Tata Motors bring alive Tripling with Tiago

    Mumbai: Maxus Content, the content solutions arm of Maxus unveils its next branded content project with The Viral Fever for its prestigious client Tata Motors. The brand new mega web series titled “Tripling” features Tata Motors’ newly launched Tiagoas a focal point in an enriching story told by some of India’s best storytellers from The Viral Fever.

    The association conceptualized by Maxus Content for Tiago and The Viral Fever aims to engage with the millennials by understanding their content consumption pattern. From decoding the brand’s brief to ideation and amplification, Maxus Content used its in-house research & insight, digital & content creation capabilities along with the creative insights by The Viral Fever to help Tata Motors bring alive Tripling.

    The web series features of superior production values comparable to a long-format feature, an acclaimed cast and an extensive marketing campaign to build engagement. It is one of the most anticipated branded content projects of this season by The Viral Fever.

    Maxus’ social media listening revealed that youngsters increasingly take travel as an experience to foster change in their lives. However, most road-trip based stories in Indian entertainment have been around friends. Maxus and The Viral Fever decided to leverage the youth’s idea of travel with a fresh take by featuring siblings and not friends.

    “At Maxus we keep the culture of a brand’s audience at the center of our content strategies. Tripling is our attempt at intuitive positioning of Tiago as an enabler, in an engaging, culturally relevant story for its audience. It is a showcase of our data driven, digital first and tech enabled approach to branded storytelling. If the initial reactions to the show’s trailer is anything to go by, Tripling will surely give our audience a seamless and memorable branded storytelling experience”, said Pooja Verma, Head – Content, Entertainment and Sports Partnerships at Maxus.

    Tripling is a beautiful journey spread over five webisodes of three siblings who go on a road trip, and in the process, redefine their own lives and relationships. A true visual treat for viewers, the show weaves in the dynamic Tiago as the sibling’s partner on their journey to discovery.

    “Our new hatchback, Tiago comes with new attractive design credos which appeals to the young and is all about enjoying life on-the-go. This is exactly what the new web series depicts. We found this storytelling route, a good way to engage with our target customers and are delighted to associate with Tripling to communicate the zeal of youth, adventure and this series resonates well with Tiago’s spirit of enjoying moments in life,” said Mr. Vivek Srivatsa, Head- Marketing, Passenger Vehicles Business, Tata Motors.

  • Maxus Content, The Viral Fever and Tata Motors bring alive Tripling with Tiago

    Maxus Content, The Viral Fever and Tata Motors bring alive Tripling with Tiago

    Mumbai: Maxus Content, the content solutions arm of Maxus unveils its next branded content project with The Viral Fever for its prestigious client Tata Motors. The brand new mega web series titled “Tripling” features Tata Motors’ newly launched Tiagoas a focal point in an enriching story told by some of India’s best storytellers from The Viral Fever.

    The association conceptualized by Maxus Content for Tiago and The Viral Fever aims to engage with the millennials by understanding their content consumption pattern. From decoding the brand’s brief to ideation and amplification, Maxus Content used its in-house research & insight, digital & content creation capabilities along with the creative insights by The Viral Fever to help Tata Motors bring alive Tripling.

    The web series features of superior production values comparable to a long-format feature, an acclaimed cast and an extensive marketing campaign to build engagement. It is one of the most anticipated branded content projects of this season by The Viral Fever.

    Maxus’ social media listening revealed that youngsters increasingly take travel as an experience to foster change in their lives. However, most road-trip based stories in Indian entertainment have been around friends. Maxus and The Viral Fever decided to leverage the youth’s idea of travel with a fresh take by featuring siblings and not friends.

    “At Maxus we keep the culture of a brand’s audience at the center of our content strategies. Tripling is our attempt at intuitive positioning of Tiago as an enabler, in an engaging, culturally relevant story for its audience. It is a showcase of our data driven, digital first and tech enabled approach to branded storytelling. If the initial reactions to the show’s trailer is anything to go by, Tripling will surely give our audience a seamless and memorable branded storytelling experience”, said Pooja Verma, Head – Content, Entertainment and Sports Partnerships at Maxus.

    Tripling is a beautiful journey spread over five webisodes of three siblings who go on a road trip, and in the process, redefine their own lives and relationships. A true visual treat for viewers, the show weaves in the dynamic Tiago as the sibling’s partner on their journey to discovery.

    “Our new hatchback, Tiago comes with new attractive design credos which appeals to the young and is all about enjoying life on-the-go. This is exactly what the new web series depicts. We found this storytelling route, a good way to engage with our target customers and are delighted to associate with Tripling to communicate the zeal of youth, adventure and this series resonates well with Tiago’s spirit of enjoying moments in life,” said Mr. Vivek Srivatsa, Head- Marketing, Passenger Vehicles Business, Tata Motors.