Tata Motors recently announced the launch of it’s newest addition to the passenger vehicle family – The Tiago NRG. The Head Marketing of Passenger Vehicles at Tata Motors, Vivek Srivatsa shares some interesting insights on the brand’s social media strategy and more.
Keeping the growing aspirations of customers in mind, Tata Motors has extended the Tiago brand with an all-new SUV inspired vehicle, positioned as the ‘Urban Toughroader’. With its class leading design and technology, the Tiago NRG will make an entirely new style statement.
Commenting on the introduction of a yet another class defining product, Mr. Guenter Butschek, CEO and MD, Tata Motors said– “In line with our brand promise ‘Connecting Aspirations’, we want to be in sync with the growing trend of bringing to market more SUV like vehicles. To meet this aspiration, we have launched today, the Tiago NRG as our ‘Urban Toughroader’. With this launch, we are extending the Tiago brand and increasing our presence by entering into newer segments and tapping new sets of buyers. This launch is a step towards our Turnaround 2.0 journey, as we continue to focus on ‘winning sustainably’ in the PV business. We are confident that our customers will appreciate the Tiago NRG just like the Tiago hatchback.”
Pre-launch buzz on social media
As the company went live with the official launch of Tata Tiago NRG on Facebook and Twitter, a lot of awareness about it’s coming was also created on social media.
— Tata Motors (@TataMotors) September 12, 2018
#NRGToDoMore. Click on the link to know more about this Urban Toughroader : https://t.co/m19D8ZWQcH pic.twitter.com/wu7vM9lhDb
— Tata Motors (@TataMotors) September 14, 2018
— Tata Motors (@TataMotors) September 11, 2018
Witness the all new Tiago NRG at the famous Lalbaughcha Raja Ganpati Pandal and add more eNeRGy to your celebrations! Are you ready to experience the #NRGToDoMore? To know more about the Tiago NRG click here: https://t.co/m19D8ZWQcH pic.twitter.com/CY3CtFX8tr
— Tata Motors (@TataMotors) September 18, 2018
— Vivek B Srivatsa (@Vivekvivi) September 12, 2018
Why just ogle at exotic travel destinations on a screen and imagine you were there? All you need is the eNeRGy to be there. Get ready to find that same NRG to explore and do more by staying tuned! #ComingSoon #NRGToDoMore pic.twitter.com/kmVFSI5ASK
— Tata Motors (@TataMotors) September 10, 2018
The need gap that Tata Tiago NRG aims to fill
Increasingly there’s a need for the customers to get more from the car and the city comes with so many challenges- bad rods, flood, etc. There is an inherent intimation of a traditional hatch by in where all you can take it. With Tiago NRG, the company aims to are open up the possibility of the car usage much more and is targeted at a customer with very active lifestyle who demand more from their car, enjoy long drives and go beyond the roads of the country.
Vivek-B Srivatsa, Head- Marketing, Passenger Cars at Tata Motors also mentions that the brand will have ATL and digital campaign in the coming week. OMD is the digital media buying agency on board while WatConsult works on the creatives. As far as media promotions are concerned Tata Motors will go quite traditional this time as they target 600 cities across the country. The marketing mix includes heavy promotions on Television, mainline daily and on digital.
Leveraging social media
Srivatsa stresses that the company has a big play on Twitter, Youtube and Facebook. “So we do believe that these digital platforms give us the required reach and at the same time we can focus on our TG as well. They give us a lot of data which enables us to focus on the kind of TG we want to go to. Facebook and Youtube get you to reach and really spread wide. Twitter is slightly different, we have to be very conversational and precise- great content which is interesting. The fourth social media platform that we are really focusing on is Instagram where we have a very differentiated presence with a few brands. What’s unique about our Instagram pages is that most of the content is developed by users. So our owners post content on Instagram pages and we strongly believe that on Instagram it has to be UGC and not from the company side. So each social platform has complete different strategy,” adds Srivats
The company will be reaching out to influencers on Instagram for further promotions.
“We don’t go with a fixed ratio. It depends on the type of car we launch. It depends on the what is the message we want to communicate with the product in hand also taking into consideration the time of the year. So it’s a very campaign specific decision that is taken,” shared Srivatsa on the brand’s digital media spends.