We expect Tata Altroz to become a success through IPL: Vivek Srivatsa

Vivek Srivatsa, Head - Marketing, Passenger Vehicle Business Unit, Tata Motors, talks about leveraging their partnership with Star India and the IPL to promote the newly launched Altroz

e4m by Sonam Saini
Updated: Mar 16, 2020 7:57 AM
IPL 2020

As we get closer to the launch date of the 13th edition of the Indian Premier League (IPL), all official partners and sponsors are all set to come up with their IPL campaigns and product launches planned for the sporting extravaganza. 

The official broadcaster, Star India has already announced its list of official sponsors and Tata Motors’ Altroz is among the official partners for the league. Though this is not the first time, Tata Motors has joined hands with Star India for the IPL but the partnership started in 2018. 

Speaking about the partnership with Star India and IPL as a property, Vivek Srivatsa, Head - Marketing, Passenger Vehicle Business Unit, Tata Motors, said, “Tata Motors in the last four years has been rapidly refreshing its product line. As a result, today we have the youngest and the safest range of cars in the country. Almost every year, we’ve launched more than two models.”

In 2016, Tata Motors launched the Tiago, followed by the Hexa, Tigor and Nexon in 2017, quite a few brand extensions in 2018, its flagship SUV the Harrier in 2019 and finally, the Altroz along with a refreshed BSVI range in 2020. “We decided to partner with the IPL so we could showcase our products widely across the country. It also made sense to enter into a longer tie-up so that the property becomes synonymous with Tata Motors showcasing its new cars on the platform,” he further explained. 

According to BARC India, IPL is a mainstay in the regular Indian home and dominates sports viewership in the weeks that it is on air. The homegrown league, in its 11th edition, dominated the annual cricket viewership at 40% viewership share. Not just this, Star India's programming initiative, and making it available in regional markets makes it more profitable for the advertisers. As per BARC India data, In IPL 12, the contribution of regional languages has increased. Though Hindi was the biggest gainer among the non-English languages. Hindi contributed 58.2% in IPL 12 as compared to 54.8% in IPL 11. Telugu contributed 8.4% as compared to 6.9% in the previous year. Eight regions including Maharashtra, Gujarat, Andhra Pradesh, Tamil Nadu, West Bengal, Karnataka, UP and MP constituted 75% of IPL viewership in 2019.  

Srivatsa said, “IPL has now become a family entertainment extravaganza and Star’s programming initiative has made its reach very regional. They have a bouquet of channels which cater to every language of the South alongside Marathi and Bengali apart from Hindi and English. That allows us to go very deep into each region, which makes the IPL an extremely attractive platform for us.”

Srivatsa declined to share more details about this year's campaign and said that they will announce their specific marketing integrations closer to the tournament. “We expect IPL 2020 to be even bigger and more spectacular. Our engagement with our target groups throughout the 2018 and 2019 editions of the tournament has been fantastic. Our products, Nexon and Harrier, have become huge successes and are household names today. We are now ready with the Altroz and our expectation is that the Gold Standard hatchback becomes a success in the market and is well received across the country through the medium of IPL.”

"In the first year of association with the IPL itself, Tata Motors' experience was extremely satisfying, both in terms of the return on the business performance of the Nexon as well as the relationship they forged with the BCCI. “Nexon, soon after, firmly cemented its place as No. 2 in the compact SUV category. Our initiatives like Super Striker and Fan Catch were integrated very well into the tournament. Similarly, close on the heels of the tournament last year, the Harrier reached its 10,000-customer mark, in which the IPL was once again a catalyst.”

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