We have differentiated strategy for each media platform: Delna Avari, Tata Motors

Tata Motors PV division recently signed the football legend Lionel Messi as its first global brand ambassador. The company that is gung-ho about  their next generation products like Zest, Bolt and GenX Nano, has rolled out a campaign #madeofgreat which stars Lionel Messi. Inspired by its Horizonext strategy, the Company wants to communicate to its consumers the three core values that the business stands for– Trustworthy, Pioneering and Cool.

Delna Avari- Head - Marketing Communication and Services, Passenger Vehicle Business Unit, says, “The core idea of the #madeofgreat campaign emerges from the inspiring thought of ‘What drives us from within is what makes us great’. Through this campaign, we have embarked on a long-term brand transformation journey, where there is a clear need to connect with the younger audience (less than 35 years) especially in our domestic market.  As we look at diverse markets to create a distinct brand voice, it made sense to bring in a globally accepted brand ambassador who would resonate across these different markets, offering an optimum return on investment as well as brand consistency.” She further adds, “The re-positioning process for any brand requires time, but an ambassador provides a faster lift to the brand as he/she associates their attributes to the brand which in turn is a good option for changing brand perception. We have a global contract with him for a period of two years, though the current focus is on the Indian market only.”

#madeofgreat is the first ever over-arching campaign for Tata Motors passenger vehicle business unit. She states, “Sub brands like Nano, Bolt, Zest, Safari, Indigo have their own strong individual identities, however the need to have a common link to bind these sub brands and to create well-defined brand architecture for the Company brought this campaign to life.”

The company has bagged over 51 awards for its innovative marketing campaigns in the last fiscal year and with the #madeofgreat campaign, it is taking its marketing strategy to the next level.

To effectively communicate this message to the audience, Tata Motors came up with innovative media mix to ensure interconnectedness across all mediums like TV, Print, Stills, Digital, Mobile, Augmented Reality, Virtual Reality and various other mediums which are all feeding off each other and do not exist in isolation. Delna expresses, “All the mediums that we have worked with have a different strategy, be it print, digital or mobile. Experiential marketing is another important leg of our campaign as we believe that on ground activations create great impressions on people’s mind. With Wizcraft on board to execute our BTL plans and DigitasLBi as our Digital partners, we are working on a great mix and it will be showcased through this 360 degree campaign which will comprise of a series of innovative and compelling campaigns across mediums. For instance, a part of our BTL activation involves the implementation of augmented reality. With this, we gave our customers an exclusive chance to experience how getting a picture clicked with Lionel Messi would feel. We also associated with leading print dailies which featured the campaign. Another example of our innovative campaign is the association with Truecaller, where on the morning of 3rd November, 10 million customers received a call from Lionel Messi with a recorded message. We were thrilled to know that out of the 10 million calls made, approximately 9.8 million people received them. While #madeofgreat trended on twitter on the day of the campaign launch, we have received 178 million estimated impressions.”

Though too early to say, the campaign and initiatives coupled with its new generation products definitely seem to be working for Tata Motors to an extent as Tata Motors global sales rose by 8% in the month of November.

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