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 itâ€™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 donâ€™t think specifically we can go â€˜whatâ€™ and â€˜how much.â€™ But itâ€™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?
Itâ€™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. Itâ€™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.
Whatâ€™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.
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