Digital will be Tata Motor’s core for the marketing strategy to gain desired mileage for Harrier from its investment in the Indian Premier League 2019.
Having reaped impressive gains for the Tata Nexa with the Indian Premier League 2018, Tata Motors passenger vehicles have this year extended the deal with the Board of Control for Cricket in India to establish its newly-launched SUV Harrier.
One of India’s leading automobile majors, Tata Motors is eyeing to leverage the IPL platform for the best commercial mileage for the SUV. The thrust will heavily be on digital and direct B to C activations.
“What we found very endearing and attractive about IPL is how it has a national fervour as well as a regional flavour. Thanks to the broadcaster Star’s initiative, it has got transmission in all the four Southern languages, Marathi, and Bengali as well. I think it has allowed us to go very deep into and achieve a great level of relevant reach. It also creates good awareness and this it has helped the brand really well,” Tata Motors passenger vehicles business unit marketing head Vivek Srivatsa has told Indiantelevision.com.
“Digital will provide the backbone for every activity that we do. There is ‘Super Striker’ and then there is ‘Fan Catch’, the two strong properties already established by us in the last season, which we will continue to grow this time as well. With Super Striker, every match has a player who is awarded a very unique award scale model of the car. I see that the players get excited and they go on their own social media handles to celebrate. It has become good content for us. Also, there are almost 400-500 sixes that are hit during the IPL. Now, every time a sixer is hit, people start looking out for who will catch the ball and win the ‘Fan Catch’. For us, this means a brand recall of 600 times during a season,” Srivatsa is quoted as saying.
The brand is also planning online virtual reality cricket game experience for its consumers and fans at their select passenger vehicle showrooms and malls. Besides the company will also have an IPL Trophy tour in Bengaluru and Delhi. The events as per plan will be promoted heavily in the digital marketing space.