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Tag: Vivek Srivatsa

  • Tata Motors brings Kerala together this Onam with exciting products and great benefits

    Tata Motors brings Kerala together this Onam with exciting products and great benefits

    MUMBAI: Tata Motors launched its exclusive Onam offers campaign for the state of Kerala. Valid from 25 July to 30 September 2025, the Company is offering special benefits up to 2, 00,000 on Passenger and Electric vehicles with priority deliveries as a part of Onam bookings. Enhancing the festive spirit, Tata Motors has also introduced flexible and value-rich financial plans in partnership with leading institutions. Customers can now avail Balloon Schemes – enabling low initial EMIs for easier upgrades, Step-Up Schemes that provide progressive EMIs tuned to income raises for ease of payment and Low EMI Scheme offering just ₹100 per lakh EMI for the first 3 months. Moreover, EV customers can also avail 6-month financing for accessories, extended warranty, AMC, and servicing, making EV ownership even more accessible.

    Celebrating the festivities across the state, the Company launched a new regional campaign – “Kerala comes together with Tata Motors’. Deeply rooted in local sentiment and cultural understanding, the campaign thoughtfully portrays the meaningful moments that culminate in the Onam festivities. Central to this narrative is the iconic Malayalam track “Nada Nada” by Avial— an enduring and cherished song in Kerala, whose uplifting melody and message to “keep moving forward” resonate deeply with the spirit of Onam.

    Enhancing the festive fervor in Kerala, Tata Passenger Electric Mobility Ltd., chief commercial officer, Vivek Srivatsa said, “Kerala has always been a vital market for Tata Motors and holds special significance for the Tata Group. Onam is the most important festival for our customers here, and we are committed to making this celebration even more meaningful. This year’s festive campaign is designed to enhance the overall buying experience with attractive cash offers, easy financing options, and priority deliveries—ensuring a delightful journey for our customers.

    In line with our commitment to seamless ownership, Tata Motors has expanded its service network across Kerala, now boasting 622 passenger vehicle bays in 83 workshops, a dedicated EV battery repair centre, training facilities, and 5 Tata.ev stores. We believe these initiatives, coupled with our heartfelt campaign, will bring added joy to the season and strengthen our emotional bond with our customers.”

  • Havas PLAY launches TATA.ev Pickleball Weekend Fiesta 2024

    Havas PLAY launches TATA.ev Pickleball Weekend Fiesta 2024

    Mumbai: In a bid to bring unique and fresh sports formats to India, Havas Play India, the activation arm of Havas Media Network, is launching the TATA.ev Pickleball Weekend Fiesta. Nearly 200 Picklers from across Delhi & NCR will participate in this open team-format tournament that blends fun, food, live music, and play for a unique experience that celebrates one of the fastest-growing sports in India and across the world.

    The Pickleball Weekend Fiesta will commence on Sunday, 22 September 2024 at one of Delhi’s most premium venues –  the Vasant Vihar Club, Vasant Vihar, New Delhi. This event will feature an open team-format tournament with gender-neutral doubles, catering to both beginner and advanced players. Pickleball communities from across the country will be joining this day-long tournament, participating in competitions and activities curated by the Havas Play team in association with Aditya Oberoi, a sports marketing consultant and a seasoned Pickleball player, bringing insights from the game and ensuring a world-class experience.

    TATA.ev joins as the title sponsor, aligning with the event’s focus on sustainability. The event is powered by Realme Mobile and supported by partners such as ICICI Direct (Associate Sponsor), Eldeco (Real Estate Partner), Storia (Hydration Partner), Stay Vista (Luxury & Hospitality Partner), Fans Play (Fan Engagement Partner), Fittestclub (Sports Accessory Partner), Hudle (Community and Ticketing Partner), Franklin (Ball Partner), Medulance (Medical Partner), Fan To Park (Sports Experience Partner), Radio City (Radio Partner), Republic TV (News Partner) and Vasant Vihar Club (Venue Partner).

    Globally, nearly 80+ countries play Pickleball and in India, there are over 15,000 registered players, with 21 states that have registered Pickleball Associations across the country. The sport is hugely popular in cities including Delhi & NCR, Mumbai, and Bengaluru and has a growing footprint in cities including Hyderabad, Kolkata, Chennai, Jaipur, Ahmedabad, Vadodara, Indore & Bhopal, with new ranking systems, leagues, tournaments & events proliferating across India.

    Commenting on their association with the TATA.ev Pickleball Weekend Fiesta 2024, Tata Passenger Electric Mobility Ltd. chief commercial officer Vivek Srivatsa, said, “For TATA.ev, the Pickleball Weekend Fiesta perfectly embodies the blend of community, sustainability, and technology—values that lie at the heart of our mission. As one of the fastest-growing sports globally, Pickleball is gaining remarkable traction in India, with over 10,000 active players and an impressive annual growth rate of more than 30%, both in participation and court development. The sport’s unique blend of accessibility, low environmental footprint, and emphasis on inclusivity deeply resonates with our commitment to a greener, more inclusive future. By supporting events like this, we not only foster healthy, active communities but also promote collaboration that drives meaningful progress for both society and the planet.”

    “Havas Play is committed to creating content and experiences that are intertwined with consumer passions and activate in the spaces that matter most to people,” shared Havas Play global managing director Charlie Farrant. “The growing passion for Pickle Ball in India demonstrates the untapped potential for brands, and we are excited to partner with TATA.ev for this event that will both provide a forum for enthusiasts to connect with fellow sports lovers and demonstrate to brands the untapped potential in this area.” 

  • “We aim to sell close to one lac EVs, this financial year”: TPEML’s Vivek Srivatsa

    “We aim to sell close to one lac EVs, this financial year”: TPEML’s Vivek Srivatsa

    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.

  • Tata Passenger Electric Mobility introduces new brand identity

    Tata Passenger Electric Mobility introduces new brand identity

    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.

     

  • Auto industry steps on the gas to lift festive season sales

    Auto industry steps on the gas to lift festive season sales

    NEW DELHI: India's automobile industry has had a bumpy ride these last few years. Add a global pandemic on top of that and the sector was completely stalled. However, with the onset of the festive season, the industry finally seems to be on the road to recovery.

    Factors like consumers shifting to personal mobility (due to Covid risk), new product launches, increase in bookings and enquiries have raised the pent-up demand among buyers. The month of August and September has seen an improvement in retail volumes with sales picking up marginally. The rebound in auto sales is an important barometer that economic recovery is on a progressive track. The festive period has helped boost the sentiment across demographics.

    Traditionally, the industry has always been optimistic around the Diwali-Dussehra period, and this year too, car and two-wheeler makers are busy unveiling new products, giving discounts on service and older models. The recent surge in demand has led companies to focus more on their marketing strategies and get the best possible return out of it.

    Maruti Suzuki India executive director, marketing and sales Shashank Srivastava held the view that car buying is a discretionary purchase and therefore is influenced hugely by sentiment. "Festival season always brings in positive sentiment and therefore sales improve during this time. We saw that positive jump during the Onam festival in Kerala. We are optimistic about the festive season sales. A caveat here is that this time there could be headwinds because of Covid2019. So, our optimism is a bit muted because of this. But our dealers are well-prepared to take care of consumer demand and have replenished their stocks which were made possible by the improved production levels in September,” he elaborated.

    There’s little doubt that this year’s festive season will be crunch time for the auto industry, with customers looking to make big-ticket purchases post the lockdown, shares Vivek Srivatsa, head of marketing, passenger vehicles business unit at Tata Motors head.

    “Despite the slowdown caused by the pandemic, our market share has already doubled after the first quarter of this financial year to 9.5 per cent, as compared to the number at the end of the last fiscal year. Tata Motors was the only carmaker to see a visible growth of 10 per cent in passenger vehicle sales between April and September 2020, at 69,366 units,” said Srivatsa.

    Post the festive season, auto players will have to see how the demand sustains and the impact of underlying macro-economic factors. “We continue to witness a robust recovery and our supplies are being steadily ramped up to cater to the growing demand, despite industry-wide challenge in the supply chain.”

    In order to capitalise on the crucial festive period sales, a Volkswagen spokesperson said the car manufacturer has rolled out 360-degree campaigns extending customised offers to customers.

    “It is definitely a crucial spell for the industry and us. There has been an increase in the uptake for accessible individual mobility as consumers prioritise health, sanitization, and hygiene, steering them away from shared mobility,” the spokesperson added.

    Yamaha Motors deputy general manager Vijay Kaul also explains that the auto category has seen bigger growth every in this golden quarter. “We are hopeful that retails will be better in this period, primarily because of two reasons. Natural festive demand and fear of public transport due to covid19. This is seen by the upward trends in search volume for the auto category and sales numbers compared to pre-covid.”

    This year, the festive season happens to coincide with the IPL, and auto brands are keen to make the most of this golden opportunity. Since the unlock phase, they have trotted out aggressive marketing campaigns to fire up flagging consumer demand.

    For example, Hyundai’s launched a ‘thank you’ campaign with the anthem Haq Hai Hamara, “to honour the spirit of mankind.” Similarly, TVS Motor roped in Amitabh Bachchan and MS Dhoni for a new corporate brand creative. Brands like Honda (cars), and Hero MotoCorp released print ads to announce offers. Recently, Volkswagen rolled out ‘Volksfest 2020’ festive promotion to introduce the red and white edition of the Polo and Vento models.

    Srivatsa shared that before the pandemic the focus was equally spread across mediums. But given the current scenario, digital is leading the way as that is where most consumption of content is taking place.

    This year, Tata Motors is betting big on the IPL, building its marketing strategy across TV and digital medium around the cricketing extravaganza.

    “The former (TV) should help us with a wide reach amongst the audience and the latter (digital) will help us in engaging with the customers by giving them an innovative and immersive experience. We are looking at multiple engagement opportunities with the audience and players across mediums,” explained Srivatsa.

    Kaul also defines that digital has taken a leap. “We are currently betting on the two strong medium TV & Digital. Within digital, we are highly skewed towards performance. That’s the need of the hour to get the call for action.”

    Volkswagen echoed the sentiment, saying that digital and online media communication are definitely key in its media planning. “Traditionally, we have focussed 60 per cent of our ad spends on traditional mediums of TV, Print and OOH while 40 per cent on digital. Now, we are balancing our traditional and digital media spend equally and believe that the media spend on digital will increase in the upcoming years.”

    Dentsu Impact president Amit Wadhwa also agreed that the festive season should certainly be a big step towards pushing up retail sales for the industry. “In fact, we can see it happening across both four-wheelers and two-wheelers brands. The hope is that it brings the same cheer back to some other categories too,” he said.

    While on the subject, which medium are advertisers spending the most on, and is the ad revenue cycle geared up for the festive season?

     Wadhwa explained that business performance is directly proportional to the ad spends/ revenue, so this certainly will reflect on that front too. “Digital has seen a significant upswing in time spent by consumers – and hence, bucks spent by advertisers, despite the high affinity for TV. What is heartening to see is the traction that even print and outdoor is getting with life getting somewhat back on track.”

    In the past few months, digital buying has emerged as a new trend among auto buyers due to its bankability. For instance, Tata Motors launched an online portal called ‘Click to Drive’ to connect with all its dealerships across the country.  The end-to-end digital sales platform allows the customer to make the purchase from the safety and the comfort of their homes.

    However, with the gradual lifting of the lockdown, customers are once again heading back to showrooms.

    The Volkswagen spokesperson shared that the brand is experiencing an increase in footfalls at its offline locations, while online platforms are also registering strong growth and demand. When shopping for a car, it’s natural for prospective buyers to visit a showroom to touch and feel a vehicle before finalizing the purchase. However, now the brand has observed a significant shift in the buying habits of consumers, as people are learning about the product online and then setting-up virtual discussions to understand the vehicle with the salesforce team.

    Clearly, the auto industry is showing signs of recovery and banking on the festive season to deliver good cheer in the form of exceptional retail sales. While significant challenges lie on the road ahead, for now, the only mantra automakers need to follow is 'drive on.'

  • Tata Motors, WATConsult recreate Ludo to spread awareness on Covid2019

    Tata Motors, WATConsult recreate Ludo to spread awareness on Covid2019

    Mumbai: The Covid209 lockdown has brought about a fundamental shift in content consumption patterns. With ample time in hand, people are turning to watch movies, shows, and play online games to keep themselves entertained. Amongst all, one game that has seen a tremendous surge in popularity and repeat plays across every age group is Ludo.

    With over 50 million daily active users, this game brings together families and friends in a time when they physically cannot be. The game has also witnessed a huge amount of success among celebrities during this period of lockdown. While everyone understands the rules of Ludo, a closer look at the game reveals that apart from being entertaining and addictive, it is also a perfect metaphor for social distancing.

    Leading automobile manufacturer Tata Motors and WATConsult, the globally awarded hybrid digital agency from the house of Dentsu Aegis Network (DAN) India, decided to use this symbolism to re-create this unique game. Titled #SafetyFirst Ludo, the new version of the game highlights the necessity to stay indoors and the risks that would befall us if we ventured out without protection.

    Link to the game:https://ludo.tatamotors.com/

    The idea stemmed from a simple insight wherein the main goal is to reach your ‘home’ as quickly as possible. As per the rules of the game, when a player ‘touches’ someone (equivalent to an in-game kill), he/she has to go back to the starting point (which is similar to being in quarantine) until the player rolls a 6 again; and this is the exact representation of what we are currently facing in the fight against Covid2019. This popular game has been re-launched during the lockdown period, aiming to teach Indians to be hygienic and show responsibility in protecting themselves.

    The game is designed in two playing modes: the Virus Spread mode and the Social Distancing mode. In the 'Virus Spread mode', one would get penalised for being too close to another player, that is, when the player is right behind or in front of them. But this can be counteracted by choosing to ‘sanitise’. The idea behind 'Social Distancing mode' is to avoid the players from being too close to each other under all circumstances. They need to maintain a minimum of one block distance between any two pieces at any given point in time.

    Vivek Srivatsa, head – marketing, passenger vehicle business unit, Tata Motors, said, "In light of the current scenario, digital engagement has taken a completely new shape. With an increased consumption of online content, keeping customers entertained yet informed is the way forward. Safety has always been of utmost importance to us, and what better way than to integrate it within a game that is synonymous to all. With the above in mind, we along with our team at WATConsult came up with an ingenious idea of #SafetyFirst Ludo. We aim to bring our community together on this gaming platform while reminding them of the importance of practicing Safety First during these times.”

    WATConsult CEO Heeru Dingra said, “With the lockdown impacting all of us in many different ways, digital engagement is something that is indeed binding us together. Games and television seem to be the major sources of entertainment. Safety being Tata Motors’ utmost priority, we thought of extending the brand's philosophy uniquely. #SafetyFirst Ludo is the perfect example of what we need right now, a subtle reminder of why we must maintain social distancing, along with a fun and engaging activity to help the lockdown become a little more fun.”

    Tata Motors was the first Indian manufacturer to make a 5-star safety-rated car for India certified by Global NCAP and #SafetyFirst has always been one of their core values. In this time of need, this campaign manifests the same values, globally.

  • Tata Motors announces upcoming Harrier VIVO IPL TV campaign

    Tata Motors announces upcoming Harrier VIVO IPL TV campaign

    MUMBAI: In a build up to the commencement of the much-awaited VIVO IPL 2019, Tata Motors today announced a TV campaign comprising a ‘Mini-Series’ of TV ads, that hinges on the story of 'Love At First Drive'. After an extremely successful partnership last season, Tata Motors will showcase its newly-launched, flagship SUV –Harrier, at the vaunted tournament this year.

    Depicting the superlative quality of the Harrier, the Mini-Series will feature the highly acclaimed and celebrated Bollywood talents, Siddhant Chaturvedi from Gully Boy and Fatima Sana Shaikh of Dangal fame. Highlighting the company’s association with the league for the second consecutive year, these TVCs will be played throughout the 50 days of the IPL season, well supported on ground and digital platforms.

    Tapping on the pan India following of the game, this campaign will be advertised across the Star Sports network of 21 channels (national & regional) to ensure the brand resonates with the audiences across the country. Conceived by 82.5 Communications, the films for the TVCs have been produced by Storytellers.

    Commenting on the campaign, Tata Motors head – marketing, passenger vehicles business unit Vivek Srivatsa said, “The first year of our association with the IPL proved to be a game changer for our much celebrated, compact SUV, the Tata Nexon which won many hearts and is now one of the leading players in its segment. We are confident that the 12th season of the IPL will be much bigger in terms of viewership and spectators at the stadiums. Through the ‘Love at First Drive’ campaign for the Harrier, we want to capture the audience’s attention in a manner that is both clutter breaking and eye-catching. Furthermore, Siddhant and Fatima embody the spirit of the Harrier and lend their individual style and appeal to the campaign. We are confident that the TVCs will project the right imagery for the Harrier and will help the brand to capture the imagination of a billion plus audience, just like the IPL itself.”

    Speaking on this campaign, Ogilvy Group 82.5 Communications ECD Anuraag Khandelwal said, “The Harrier is one outstanding SUV. We wanted to do something disruptive. Not only in the category but across categories. So, we came from a simple observation, that when one saw the Harrier, one fell in love with it. More so after test-driving it! Hence the idea #LoveAtFirstDrive.”

    As an official partner, the all-new Harrier will be showcased in across stadiums. As part of this association, Tata Motors will continue to strengthen its existing IPL properties the ‘Harrier Super Striker’ and ‘Harrier Fan Catch’. Harrier Super Striker Award is for the player with highest batting strike rate in every match. In addition, the Harrier Super Striker of the season will drive home the all-new Harrier at the end of the season. The Harrier Fan Catch award of Rs 1 lakh is for the fan who takes a single-handed catch of a six during the match. Also, one lucky fan who wins the most popular Harrier Fan Catch of the season will drive home a Tata Motors car.

  • 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.