IPL playbook: Tata Motors keeps its IPL association strong, third year in a row

The Drum 16 Oct 2020 01:00
Altroz IPL Super Striker Mobile Game

In this series, The Drum gets some of the marquee brands to share their IPL game plan and the marketing innovations they have lined up to make the most of the mega-event, despite the many challenges this year.

The 13th edition of the mega sporting bonanza IPL (Indian Premier League) kicked off earlier this month. The much-delayed event morphed into a broadcast property with the actual game being played in the United Arab Emirates (UAE), instead of the IPL's home-market India, thanks to the impact of Covid-19. The brands associating with the sporting event have had to relook their marketing plans to keep up the engagement levels. This week, Vivek Srivatsa, head-marketing, passenger vehicle business unit, Tata Motors shares the playbook of India's leading auto player and also the official partner of IPL.

The IPL association

The passenger carmaker started its association with IPL as the official partner in 2018 and has been on-board since then. It has focussed on a different car model every year: Tata Nexon in 2018, Harrier in 2019 and this year Altroz. Elaborating on the three-year association, Vivek Srivatsa says, “The idea was to derive great synergies using the platform of IPL to provide a unique and differentiated experience to our customers.” This year, as the Official Partner, Tata Motors is showcasing the Tata Altroz across all the three IPL venues, in the United Arab Emirates.

Game plan

The tweaked media-plan

New rules of engagement

Why IPL still makes sense

IPL creative book

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Vivek SrivatsaIndian Premier LeagueSrivatsaUnited Arab EmiratesTata Motors
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