In talks with Social Samosa, Tata Motors' Vivek Srivatsa gives a sneak peek into the brand's IPL marketing strategy.
Continuing its association for the third consecutive year with the Board of Control for Cricket in India (BCCI), the Tata Altroz follows in the path of its stablemates, the Nexon and the Harrier, both of which have been the tournament’s official partners, during the 2018 and the 2019 seasons, respectively. Vivek Srivatsa, Head, Marketing Passenger Vehicle Business Unit (PVBU), Tata Motors sheds light on the marketing plan for the season and how IPL gives the brands an effective, large-scale platform to connect with its consumers.
What was the insight behind reviving your association with IPL 2020?
Our association with the Indian Premier League (IPL) as the official partners began in 2018 with the Tata Nexon and has continued ever since with the Harrier last year and now with the Altroz. IPL alone as a format has done very well in itself, standing for superlative performance which also resonates with our products. This year’s IPL kicks off in the midst of the festive cheer and is expected to bring about a boost in the positive sentiment amongst all.
We have elaborate plans to capture the viewer’s attention who will be virtually supporting their favorite teams, on-air, and across digital platforms. We are positive to drive tremendous value from this association and hope to share the joy of watching live cricket with the fans yet again.
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What does the overall marketing plan for the season look like? What kind of a role will social media play?
Most people will watch the matches on TV from the comfort of their homes and on digital platforms. Hence, TV and digital will be our biggest bet. TV should help us with a wide reach amongst the audience and digital medium will help us in engaging with the customers by giving them an innovative and immersive experience.
We are looking at multiple engagement opportunities with the audience and players across mediums. Similar to previous years, we will be awarding the Super Striker Trophy to the batsman with the best strike rate in every match. The ‘striker of the tournament’ will also drive home the Altroz. On the digital platform, we will engage with customers via interesting contests that will be announced soon. We have also developed a mobile game called the ’Super Striker’.
Daily winners of the Altroz Super Striker mobile game will win gratification and the season winner takes home the Altroz Super Striker in addition to a huge winning sum. We have also planned activities in our showrooms while taking care of all safety measures. Across India, Tata Motors showrooms will be decorated in the IPL theme, making our dealerships the perfect place for customers to soak in the IPL ambiance.
What are the parameters to calculate ROI on your IPL marketing initiatives? Do you think it will be difficult to recover the investment amidst the pandemic crisis?
The ROI of our association with IPL is measured not only through commercial ROI but also through qualitative ROI parameters such as the increase in brand awareness and consideration of the brand, along with the Net Promoter Score.
We believe this association with further enhance our performance across all the parameters. Keeping in mind that this year’s IPL will be mostly watched on ATL (Above-The-Line Advertising) and digital media, we believe that Tata Motors will create a significant impact on the customer’s mind as the preferred automotive brand.
What are the consumer trends that you foresee keeping in mind IPL 13 & festive season around?
With the easing of curbs and the gradual lifting of the lockdown, we witnessed relaxations in terms of movement and commercial activities. The need to maintain social distancing has given an impetus to personal mobility, which in turn has driven demand. Additionally, this year, the IPL is expected to be the biggest ever as the audience will be witnessing their favorite Indian cricketers take the field live after 6-7 months, which will definitely act as a catalyst to spread positivity.
Furthermore, this year’s festive season is going to be an important time for the auto industry, as customers will be looking to make big-ticket purchases post the lockdown. The growth momentum has picked up over the last five months and we expect this to continue till the festive season.
Our market share has already doubled after the first quarter of this financial year to 9.5%, as compared to the same period last year. We are continuing to witness strong demand and growth in bookings for all ‘New Forever’ range of cars and SUVs, including the newly launched Altroz, even in Q2FY21.