Home >> Marketing >> Article

IPL gives you impact all over the country: Mayank Pareek, Tata Motors

22-March-2018
Font Size   16
IPL gives you impact all over the country: Mayank Pareek, Tata Motors

Automobile major Tata Motors is leveraging the brand Vivo Indian Premier League to the maximum by coming on board as its official partner through Tata Nexon for three years. It has plans to showcase their new compact SUV, Nexon, in-stadium, across all matches, with on-ground engagement plans and initiatives like the Tata Nexon Super Striker and The Tata Nexon Fan Catch. Mayank Pareek, President, Passenger Vehicle Business Unit, Tata Motors, talks to exchange4media on how the model synergises with Indians today and going all out this year with the IPL. Excerpts: 



In the past you have associated with the tournament at the franchise cricket team level. Now you have come on-board with Vivo IPL as an official partner. What changed this year?

IPL gives you an impact all over the country. We are an all-India brand. We want to be everywhere. One team is just one place, one city so we realized it’s not enough. We needed to go all India. What you get for all the 58 matches and 58 days across the country is unbeatable.



How much of your annual ad budget will be directed towards IPL for the next three years?

I don’t think specifically we can go ‘what’ and ‘how much.’ But it’s enough to say that we consider this as a big opportunity for investment. So the kind of investment that goes into it is justified. Investment is definitely less

than the value it creates.  


Why Tata Nexon?


It’s a great brand. Most importantly it syncs with the Indian  audience: young at heart, excited, they take life as it comes; car is an attitude. A lot of science goes into this. IPL attracts lot of eyeballs. So we ride on this. 


IPL is also considered a mass entertainment brand. How does it go with Tata Nexon which is a compact SUV?Tata Nexon is class amongst the mass. It’s critical that you are in the consideration side. Every Indian would have seen IPL once in his/her lifetime. That helps you in entering the consideration side. After that if the product is good it sells itself.


What’s the penetration that you are looking at?



There are two objectives in that aspect. One is the media. Also there are fan parks across 36 cities, each of which is attended by thousands of people. That helps, actually.


What are the plans after this?


We are taking it one step at a time. We have taken a big decision. Going forward there will be many opportunities. We are here for a long term. Our attempt in marketing is to always build enduring properties.

Tags Mayank Pareek Tata Motors VIVO IPL Tata Nexon

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Radio Mirchi maintained its top spot while Fever FM replaced Big FM at the second spot in Kolkata

Singh explains why marketers should focus more on maintaining the core essence of a brand and not just innovations

Venkat brings with him over 20 years of extensive experience of working in media, creative, cultural and knowledge industries on several international projects in over 30 countries.