TV was key in building Tata Ace Gold as a top brand in India: UT Ramprasad
UT Ramprasad, Head of Marketing & Brand Communication, Commercial Vehicles, Tata Motors, speaks about ‘How TV delivers the strongest ROI'
The TV First Conference 2020 which is being held at Taj Santacruz, Mumbai is a jam-packed affair with intriguing sessions by key players from the industry. The theme for the event is ‘Television Builds Brands’. After a groundbreaking and spectacular event last year, the exchange4media Group presented the second edition of the flagship event. The event is a great platform to connect with a plethora of brand professionals and decision-makers from creative, media and digital agencies.
At the second edition of TV First conference, UT Ramprasad, Head of Marketing and Brand Communication, Commercial Vehicles, Tata Motors, took to the stage to enlighten the audience about ‘How TV delivers strongest ROI.’
Ramprasad through his case study demonstrated the factors that drive television advertising ROI which ranges from audience size to consumer commitment to content and consumer perceptions of content quality.
He started off by saying, “my belief is that irrespective of the media, whether it's TV, Digital I think unless you have an insight and a brand idea, and the medium is not so important. Depending on the insight and the brand idea, I think the medium will follow. I think that's a big caveat. Because in digital and e-commerce, there seems to be a rationalization of the consumer mindset.”
Ramprasad showcased a few slides to make the audience understand why TV plays an important role. “TV played a huge role in building Tata Ace Gold as one of the top brands in India. According to me one of the advantages that TV has is that it helps in building stories over time.”
He spoke about the journey of Tata Ace and how they are now one of the market leaders in the segment. “Post-liberalisation, the transformation industry was exploding and we realized that we needed a particular segment otherwise we would lose our leadership. In a span of four years, we developed a product called Ace to be launched at a price of a three-wheeler. That was a phenomenal product innovation that created history and we enjoyed a 100% market share for many years. The price was the strongest pillar for the Ace brand and the second key factor for the success of the product was the fourth wheel of respect, it became a tool for entrepreneurship," he explained.
He added, “We used TV to create an emotional connect and audio-visual experience. TV is a medium where I can keep bombarding; I can't do that in other media. The audience is not necessarily the youngsters. It can be a father, mother, grandmother, sister or anyone in the family. So, if I need to reach out and obviously in India, more than 80% still have televisions in their households so that gives brands a great opportunity.”
He shared that the brand has grown by 83% last year and Ace Gold has become 60-70% of their portfolio.
He concluded the session by saying that TV played a huge role in building Tata Ace Gold as one of the top brands in India.
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