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<ul><li><keyword id="42747" type="COMPANY" weightage="20" keywordseo="Tata-Motors">Tata Motors</keyword> has been associated with IPL for the past three years.</li><li>This year too, despite the matches being played behind closed doors, the brand has a lot of plans to engage with audiences.</li><li><keyword id="3752605" type="PERSON" weightage="20" keywordseo="vivek-srivatsa">Vivek Srivatsa</keyword>, Head - Marketing, Passenger Vehicles Business Unit, Tata Motors walks us through the brand's marketing plans for this year.</li></ul> <keyword id="1479800" type="PERSON" weightage="20" keywordseo="Gautam-Thakar">Gautam Thakar</keyword>, CEO of Star Sports recently said that soon-to-start edition of <keyword id="6354831" type="UNKNOWN" weightage="20" keywordseo="indian-premier-league">Indian Premier League</keyword> will be the biggest in terms of both viewership and revenues. While the Covid-induced lockdown led to the postponement of the league and the political tensions between India and China led to Vivo pulling out as its title sponsor, things have caught pace in the last few weeks. With Dream11 on board as the new title sponsor, the league already has many sponsors on board, which goes on to show that advertisers are as excited about the tournament as are people who are waiting for it to distract them from the gloom that the rest of the year has brought with it. While the experience of the league will be very different this year, with no audiences in the stadiums, brands are already coming up with innovative solutions to ensure that their money brings them back good ROI. We spoke to Tata Motors that has been associating with IPL for the past three years. Vivek Srivatsa, Head - Marketing, Passenger Vehicles Business Unit, Tata Motors spoke to us about what the auto company has in store for the upcoming season of IPL. Talking about what their marketing plan will look like this year, Srivatsa said, “This year, the Indian Premier League (IPL) is expected to be the biggest ever as the audience will be witnessing a live cricket match after 6-7 months. As IPL is nothing short of a festival for Indians, it is also expected to become a big sentiment booster, bringing in a positive ray of light in today’s scenario. This will be our third year of association and we are happy to have our recently launched premium hatchback the <keyword id="7364349" type="UNKNOWN" weightage="20" keywordseo="tata-altroz">Tata Altroz</keyword> as the official partner for the Dream11 IPL 2020. Launched earlier this year, the Altroz has been appreciated by both customers and experts by becoming the #GoldStandard of the premium hatchback segment. Altroz is also the only car with a 5-star Global NCAP safety rating in its category, making it India’s safest hatchback.” As the Official Partner, the brand will showcase the Altroz in the stadium, across all 3 venues, located in Dubai, Abu Dhabi and Sharjah, in the United Arab Emirates. Throwing light on how they plan to engage with audiences, Srivatsa added, “We are looking at multiple engagement opportunities with the audience and players across mediums. Like the previous years, we continue to award the Super Striker Trophy to the batsman with the best strike rate in every match. The best 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 closer to the tournament’s start date.” Apart from the excitement of the match, IPL is also loved because of the fanfare it brings with itself. However, this year things will be different. The matches will be played behind closed doors and without any audiences. While there was some initial reservation about how this changed format could impact advertising, as well as the overall experience, brands are pretty enthusiastic. “This IPL will be played behind closed doors and will not have any audience in the stadiums to begin with. 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,” shared Srivatsa. With no on-ground activations, will consumer engagement be challenging? Srivatsa didn’t seem to think so, considering the brand will still have a strong on-ground presence. “Apart from ensuring a strong on-ground presence during matches, we have also planned a lot of activities in the showrooms. Across India, Tata Motors showrooms will be decorated in the IPL theme. Our dealerships will be the place where customers can also soak in the IPL ambience. Additionally, we will also be organizing interesting contests for customers on social media platforms, which will be announced close to the start of IPL.”

IPL 2020: Here are Tata Motors’ marketing plans for the upcoming season

<keyword id="19906967" type="General" weightage="20" keywordseo="tata-motors" source="keywords">Tata Motors</keyword> on Tuesday said its electric vehicle arm has reduced prices of two models -- <keyword id="20563981" type="General" weightage="20" keywordseo="nexon-ev" source="keywords">Nexon.ev</keyword> and Tiago.ev -- by up to Rs 1.2 lakh on account of reduction in battery cost. The auto major has cut the price of Nexon.ev by up to Rs 1.2 lakh and now the model price starts at Rs 14.49 lakh. Similarly, the company has reduced the prices of Tiago.ev by up to Rs 70,000 with the base model now starting at Rs 7.99 lakh, Tata Motors said in a statement. Introductory prices of the recently-launched <keyword id="20078457" type="General" weightage="20" keywordseo="punch-ev" source="keywords">Punch.ev</keyword> remain unchanged as they already factor in reduction in battery cost in the foreseeable future, it added. "Battery costs constitute a substantial part of the overall cost of an EV. "With battery cell prices having softened in the recent past and considering their potential reduction in the foreseeable future, we have chosen to proactively pass on the resulting benefits directly to customers," <keyword id="20078455" type="General" weightage="20" keywordseo="tata-passenger-electric-mobility" source="keywords">Tata Passenger Electric Mobility</keyword> (TPEM) Chief Commercial Officer Vivek Srivatsa said. While EVs have grown rapidly over the last few years, the company's mission is to accelerate the mainstream adoption of EVs by making them more accessible nationwide, he added. EVs have shown a strong growth momentum and are substantially outperforming the overall passenger vehicle industry growth, Tata Motors said. In 2023, the EV segment grew by over 90 per cent against the 8 per cent growth recorded by the PV industry, it said. This growth momentum has continued in 2024 as well with EV sales registering a 100 per cent year-on-year growth in January 2024. TPEM with over 70 per cent market share is the leader in this fast-growing segment, the automaker stated. SEE ALSO: <a href="https://www.businessinsider.in/tech/news/using-ai-to-impress-someone-this-valentines-nearly-50-say-they-will-be-offended/articleshow/107656212.cms">Using AI to impress someone this Valentine’s? Nearly 50% say they will be offended</a><a href="https://www.businessinsider.in/business/webstories/five-out-of-the-top-10-unlisted-companies-in-india-slipped-in-valuation-in-2023/slidelist/107650633.cms" target="_blank"></a> <a href="https://www.businessinsider.in/business/webstories/five-out-of-the-top-10-unlisted-companies-in-india-slipped-in-valuation-in-2023/slidelist/107650633.cms" target="_blank">Five out of the top-10 unlisted companies in India slipped in valuation in 2023</a><a href="https://www.businessinsider.in/tech/mobile/news/seven-out-of-top-10-smartphones-sold-worldwide-in-2023-were-iphones/articleshow/107617907.cms" target="_blank"></a> <a href="https://www.businessinsider.in/tech/mobile/news/seven-out-of-top-10-smartphones-sold-worldwide-in-2023-were-iphones/articleshow/107617907.cms" target="_blank">Apple domination: Seven out of top 10 smartphones sold worldwide are iPhones</a>

Tata Motors cuts EV prices by up to ₹1.2 lakh as battery cost dips

Mumbai, May 18 () Tata Motors on Monday announced a package of offers for safe and convenient personal mobility with easy financing, to help maintain social distancing norms amid the nationwide lockdown. Under the package, with features such as affordable EMIs with long-tenure loans and special offers for frontline warriors, customers can drive home the entry-level model Tiago with customised EMI plan starting at just Rs 5,000 every month (for a loan of Rs 5 lakh) for 6 months. This EMI amount then gradually increases over a maximum tenure of 5 years, the company said. Also, on its entire range of cars and sports utility vehicles, the company is offering 100 per cent on-road funding, Tata Motors said in a release. "In the current times, with safety as the top priority, customers are seeking personal mobility options that are affordable and convenient to avail. Accordingly, we have designed this package to offer choice and enhance their entire experience of owning and driving our entire range of cars and SUVs," said Vivek Srivatsa, marketing head (passenger vehicles business unit), Tata Motors. As an additional benefit, customers can choose from three value-adding options while paying their final EMI, the company said. The options include paying their last bullet EMI in full (about Rs 90,000 on loan of Rs 5 lakh) and take full ownership of the vehicle or return the vehicle to financing partner, Tata Motors Finance, in case of any financial difficulty. The customer, as a third option, can also choose to refinance the final EMI, it said adding that he can also take advantage from the long-tenure EMI schemes (up to eight years), thereby lowering the amount of their monthly EMI payment. Special benefits of up to Rs 45,000 are being offered on the company's cars and SUVs (except the Altroz) to frontline warriors, including doctors, healthcare professionals, essential service providers and police, Tata Motors said in the release. Customers can enquire, request a test drive, make bookings and select their preferred financing option via the recently launched end-to-end online platform from the comfort and safety of their homes or call the nearest dealer, the release stated. Over 270 showrooms and 318 workshops are already operational with a new set of standard operating procedures (SOPs) for enhanced safety with minimal interactions and maintaining prudent social distance norms during the purchase process, it said. IAS HRS

Tata Motors offers easy financing option, special benefits for doctors, policemen

<ul><li>In our latest interview series, we talk to brands to understand how they are coping with the new normal and their strategies towards navigating these difficult times.</li><li>Considering the <keyword id="34478" type="PERSON" weightage="20" keywordseo="auto-industry">auto industry</keyword> has seen a huge impact, we spoke to leaders from <keyword id="42747" type="DOMAIN" weightage="20" keywordseo="Tata-Motors">Tata Motors</keyword> including <keyword id="3752605" type="PERSON" weightage="20" keywordseo="vivek-srivatsa">Vivek Srivatsa</keyword>, Head – Marketing, Passenger Vehicle Business Unit, <keyword id="948650" type="PERSON" weightage="20" keywordseo="Ashesh-Dhar">Ashesh Dhar</keyword>, Head – Sales, Marketing and Customer Care, Electric Mobility Business Unit and <keyword id="6907216" type="COMPANY" weightage="20" keywordseo="UT-Ramprasad">UT Ramprasad</keyword>, General Manager, Marketing Communications, Commercial Vehicle Business Unit.</li><li>The three leaders told us about all that is happening at the organization and how they are preparing for an uncertain future.</li></ul> The Indian auto industry has been having a tough year. It was struggling with negative consumer sentiments and a drop in sales even before <keyword id="1754604" type="PERSON" weightage="20" keywordseo="coronavirus">Coronavirus</keyword> hit the world, bringing it to a standstill. China accounts for a whooping 27% of India’s auto part imports. However, if reports are to be believed, experts expect things to get better closer to the festive season. Having said that, how consumers react to the situation is something that we will need to wait and watch. To understand how the auto industry has been reacting and coping with the current situation, we reached out to Tata Motors. Vivek Srivatsa, Head – Marketing, Passenger Vehicle Business Unit, Tata Motors, Ashesh Dhar, Head – Sales, Marketing and Customer Care, Electric Mobility Business Unit, Tata Motors and UT Ramprasad, General Manager, Marketing Communications, Commercial Vehicle Business Unit, Tata Motors gave us a sense of all that has been happening at the organization and how the brand will adapt to the changing times and consumer needs. Excerpts: Q) The auto industry had been witnessing a slump even before the Covid <keyword id="91743" type="PERSON" weightage="20" keywordseo="lockdown">lockdown</keyword> came about. With showrooms closed for over a month now, how have you modified your marketing strategies during these times? At Tata Motors, we have been constantly working towards staying in touch with our customers during this difficult time. Since the lockdown was announced, our business units have been actively engaging with our customers on various platforms. For instance, our call centre executives, product specialists and dealer staffs are constantly engaging with potential buyers through phone calls, WhatsApp video calls, messages and emails to provide them with essential information during these times. Similarly, we have launched Click to Drive, which is an end-to-end digital sales initiative by us, that has taken our entire passenger vehicle product sales online. This initiative will help customers buy cars from the safety and comfort of their homes. It has been integrated with all Tata Motors dealers from more than 750 outlets across the country and will also offer vehicle home delivery for our customers at a later date. We are also providing our customers with attractive, limited period offers on their purchases in addition to facilitating up to 100% on road funding on our entire range of cars and SUVs. Customers can also take advantage of the long tenure EMI schemes (up to 8 years) thus lowering the amount of their monthly EMI payment. The option of customising EMI payments every year in line with their cash flows offers additional convenience and enhances benefits. Additionally, to thank and support the brave COVID frontline warriors (doctors, healthcare professionals and police), we have special offers as well. Tata Motors has virtually launched some of its BSVI models from the commercial vehicle portfolio, using digital platforms. Additionally, the sales teams are also engaging with the customers all across the country, via digital communication apps, to disseminate information about the newly-launched products and also accept bookings. To recognise the efforts of truck drivers and acknowledging their role on the frontline of the Covid-19 pandemic, Tata Motors has launched a #ThankYouIndianTruckers campaign. Through this campaign, Tata Motors aims to uplift the morale of the truck drivers. Tata Motors has also been providing various facilities across the country for the truck drivers through its dealerships, workshops and Saarthi Aaram Kendras, while also engaging with the ones that are on highways by offering free food, sanitisers and masks. On the aftersales front, we have extended our warranty and free service period for all our PV and CV owners, whose expiration date falls within the dates of the lockdown. Q) The way retail works might see a complete overhaul. People might not want to come to showrooms for a while now. How are you preparing for the future which right now looks pretty uncertain? Auto is a big spender on mediums like OOH, Print and Experiential. Since these three mediums have been really impacted, lots of brands are now shifting marketing dollars to other mediums. Are you doing this too, and will you stick to this strategy even after the lockdown? The online model will not completely replace the traditional model of purchasing. However, the digital model is aimed at minimizing the amount of physical contact that the traditional model requires. As of present day, customer interaction takes place right from the first step till the end. A customer starts searching for a product 6 months before he/she actually purchases it, thereby making the overall process last longer as compared to the previous process timeline, which was 3 weeks. Therefore, the digital sale process is more detailed and customer focused. Furthermore, digital product demos will play an important role in making product exploration more experiential for the customer. Q) A lot of the appeal for consumers when wanting to buy a car comes from the touch and feel factor. Now since that isn't really happening, how have you been innovating to reach out to consumers with the help of technology? Our PV customers can explore and discover our products with the innovative digital brochures that we have made available on our Click to Drive platform. The video brochure helps customers discover each car and its features in great detail. Furthermore, the test drive is also a touch and feel element of the car-buying process. Therefore, we will provide test drives for customers who ask for them while following social distancing and basic hygiene guidelines. Potentially, only one customer will be able to drive the test vehicle, while a dealer staff member sits in the rear seat, in order to follow the social distancing norms. We will also ensure that the test drive vehicle is sanitized along with putting protective covers on interior parts that come in contact frequently with the customer. On the CV front, Tata Motors has been using its social media channels to reach out to its customers to educate them on the profit-potential-increasing value adds and upgrades to the BSVI-compliant range of commercial vehicles. The series of videos are being released on the company’s social media platforms. The benefits – which are extremely customer centric – can be easily communicated to all the stakeholders in the commercial vehicle ecosystem through the videos, as well as other forms of content and with easy access to the internet. Q) During adverse times like these, people might not think of buying a car and might not want to see ads around that too. So when you come out with any kind of consumer facing communication, what is it that you're trying to achieve? We understand that it is important to bring the human aspect of the brand across the channels of communication. Our aim has always been to communicate that we are constantly available for our customers and are more of a permanent resource than just an automotive brand trying to sell vehicles. On the PV front, we are keeping our customers entertained with the help of online <a href="https://twitter.com/TataMotors_Cars/status/1253600686304043008?s=20">puzzles and games</a> and are ensuring that they are taken care of by providing them vehicle care taking tips during the lockdown. On the social media platforms, our <keyword id="9228552" type="COMPANY" weightage="20" keywordseo="electric-mobility-business-division">Electric Mobility Business Division</keyword> changed track from being in active sales mode, treading different paths, to help keep consumers informed and engaged. Leveraged moment marketing at various appropriate occasions, with reasonable success. Also ran a series of campaign, advising our newest customers on Nexon EV Care Tips and the precautions they should take while keeping their newly acquired Nexon EVs in good condition, during the lockdown. Q) As marketers, what have your key learnings from these past few weeks been? The current pandemic has challenged individuals and businesses across the world which has led to the emergence of a ‘new normal’. It has changed the way brands look at conventional marketing techniques. Due to the near complete shutdown of print media, and the implication of social distancing norms, brands are now leveraging digital platforms for product and message positioning. Brands have had to reposition themselves digitally which has now become an indispensable aspect of marketing to their customers. Q) While it's difficult to predict at this point, do you expect things to get better for the auto industry in the second half of the year, during the festive months, by when hopefully things will be more under control? Although the situation is uncertain right now, the pandemic has brought about a significant change in the perspective regarding transportation usage in the minds of consumers. As people adapt to the norms of social distancing and move away from using public transport, the demand for personal vehicles is expected to go up, thereby driving the demand for personal mobility. However, time will tell what the exact outcome is.

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IPL 2020: Here are Tata Motors’ marketing plans for the upcoming season

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Marketing in the times of Covid-19: Tata Motors

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