Tata Motors to up marketing spend by 10% during IPL this year
The company, which signed a three-year deal with BCCI in 2018, is continuing its relationship and has announced Tata Harrier as the Official Partner for VIVO IPL 2019
Tata Motors, which signed a three-year deal with the Board of Control for Cricket in India (BCCI) in 2018, has announced that its premium SUV, Harrier, will be the Official Partner for VIVO IPL 2019. Following a successful association last year when it introduced Tata Nexon, the leading passenger car manufacturer will be stepping up its marketing efforts this year.
Vivek Srivatsa, Head-Marketing, Passenger Cars, Tata Motors, said that Tata Motors will be spending 10 per cent more on marketing initiatives during IPL this year.
The association of Tata Nexon with IPL in 2018 was highly impactful for the car manufacturer. According to Tata Motors, total enquiries for Nexon more than doubled during April-May last year (tournament period), touching 1720 per day versus 817 before the start of the tournament.
In addition, driven by the sale of Nexon and Hexa, the company saw its domestic sales grow by 61 per cent y-o-y to 17,489 units in May. Not just that, Tata Motors saw an increase of 18 per cent in enquiries and bookings in May, which is generally considered a weak month in the industry for car sales. The rewarding association with IPL in fact catapulted Tata Nexon into the second spot in the category within a year of its launch in 2018.
Tata Motors is hoping that the magic that IPL worked on Nexon also rubs off on Tata Harrier. As the Official Partner, Tata Motors will showcase Harrier in the stadium during all matches, along with exciting on-ground engagement plans and merchandise. The two engagement activities that the company launched last year - Super Striker and Fan Catch - will continue this year as well. Srivatsa said that having seen the response to these initiatives last year, the company will double down its efforts on these activities this year.
The Harrier will also be a part of the IPL Trophy Tour, which is being planned across major Indian cities. In addition to all these activities, Tata Motors will also introduce a virtural reality experience at its stores for its customers.
The Engagement Activities:
The Harrier Super Striker Awards: The best striker of the match stands a chance to win the Harrier Super Striker Trophy along with a prize of Rs 1 lakh. The batsman with the highest strike-rate of the tournament, stands a chance to drive home the Tata Harrier.
The Harrier Fan Catch: Anyone who takes a single-handed catch in a match stands a chance to win Rs 1 lakh.
The IPL campaign promoting the Tata Harrier will break on the day of the first match on March 23. It is expected to be a-360 degree campaign led by television.
