ITV

Tag: UT Ramprasad

  • 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 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 Ace Gold celebrates the Spirit of Entrepreneurship; announces ‘Ghar Lao Gold’ contest

    Tata Ace Gold celebrates the Spirit of Entrepreneurship; announces ‘Ghar Lao Gold’ contest

    Mumbai : Encouraging self-employment and entrepreneurship in India, Tata Motors Ace Gold kicked started a two month long ‘Ghar Lao Gold’ contest. Five lucky winners will get a golden opportunity to meet superstar Akshay Kumar and take home a brand new Tata Ace Gold worth Rs. 3.78 Lakhs. Additionally, weekly prizes of Rs. 5000/- each will be given to the top 10 entries.

    To participate in #GharLaoGoldContest, participants are required to answer 3 simple questions and share a unique and innovative business idea with Tata Ace Gold. A distinguished panel will shortlist the best entries and the shortlisted participants will be invited to share their detailed business idea with the panel.  Educational qualification is not the criteria but innovativeness of the idea is.

    Kicked started in August 2018, the Ghar Lao Gold Contest has received an overwhelming response. With over 19,000 entries so far, the campaign has become a huge success online and has garnered over 30,000 organic searches since its inception. It has also received over 3.7 million views on our Social Media Platform with over 2.5 lakh people actively engaging on our campaign page. The campaign has so far touched 6 million lives. Last day to participate in the contest is September 30th, 2018.

    Commenting on the campaign, Mr. UT Ramprasad, Head – Marketing and Brand Communications, Commercial Vehicle Business Unit, Tata Motors said “According to the International Labour Organisation, unemployment in India is projected to hit 18.9 million in 2019. Our demography provides a distinct edge in terms of availability of skilled as well as unskilled labour. The sheer potential of this can only be leveraged by facilitating an environment that fosters entrepreneurship and innovation.  It is with this objective, Tata Motors launched the Ghar Lao Gold Contest, with an aim to foster entrepreneurship, across the country. We are immensely pleased with the overwhelming response the contest has garnered. The Tata Ace has helped thousands of entrepreneurs fulfil their dream in the past. With this contest, we look forward to assisting more budding entrepreneurs in their quest for success.”

    Tata Motors pioneered the small commercial vehicle industry with the Tata Ace. Since 2005, thousands of businesses have relied on the Tata Ace for their transport and logistics needs. With a market share of 68%, Tata Motors continues to be the market leader in the Mini Trucks segment. With close to 2 million (20 Lakhs) vehicles on the Ace platform, plying on the roads today, Tata Motors is the undisputed market leader in the segment. Today, one out of every 3 commercial vehicle (goods carrier) sold is from the Ace family.

  • 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.