Sports is in the DNA of TATA Group: Vivek Srivatsa, Tata Motors
The marketing head of Tata Motors on how brands can leverage intense cricket tournaments to its maximum effect
The countdown to Asia Cup has begun. There is a good prospect of arch rivals India and Pakistan taking on one another, an opportunity for brands to garner the maximum eyeballs. Vivek Srivatsa, Marketing Head, Passenger Vehicle Business Unit, Tata Motors, gets talking to us on how brands can leverage such intense cricket tournaments to its maximum effect:
How impactful is cricket as a vehicle for brand building?
It is a known fact that cricket arguably attracts the most eyeballs in India as well as from the Indian diaspora spread across the world. Right from the ad breaks between the overs and after the fall of wickets to different forms of marketing inventory associated with it, the sport across all its formats naturally lends itself to aspects such as optimising ad spots, ensuring advertising efficiency, raising the brand profile and staying relevant in a highly competitive marketplace. This gives associating brands assured visibility and return on investment (ROI). Moreover, tournaments like IPL and World Cup or even the imminent Asia Cup bring brands and advertisers together and cut through geographical boundaries to reach the target audience, making such properties one of the most sought after events in the marketing calendar of brands.
How can brands leverage intense cricket tournaments to its maximum?
In today’s day and age, garnering a mere spot in one medium is not sufficient enough. The arrival of digital, ignition of moment marketing, and need for creating experiences have compelled marketers to look beyond the vanilla techniques. It is more about customising and engaging; it is more about creating an experience for consumers that compels them to engage and add the product to their basket.
Take us through some of your recent cricket-based campaigns.
Sports has been in the DNA of Tata Group. This year saw Tata Nexon become the official partners for the prestigious IPL, one of the biggest sporting events in the country. The association, which is for next three years, has and will help us derive great synergies using this platform to provide a unique and differentiated experience to our customers. To leverage this platform, we executed various initiatives for capturing the audience’s attention on-ground, on-air and across digital. We also went multi-lingual with our communication.
What kind of ROI has Tata Motors seen from its various cricket-based campaigns?
The IPL association led to an increase in the leads and bookings for Nexon during the months of April and May, the duration of the tournament. Between April 6 and May 27, 2018, lead generation of Nexon went up by 98%. We also witnessed an increase of 18 per cent in leads and bookings for its other models during the month of May, traditionally considered a weak month in the industry for passenger car sales. Owing to the demand for Nexon and Hexa SUVs, our domestic sales registered an impressive growth of 63 per cent year-on-year.
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