After a successful association with IPL in 2018 where it promoted its offering Tata Nexon, Tata Motors has announced that its premium SUV, Harrier, will be the Official Partner for Vivo IPL 2019. According to Tata Motors, total enquiries for Nexon during the tournament period more than doubled during April-May last year, touching 1,720 per day versus 817 before the start of the tournament. Vivek Srivatsa, Head-Marketing, Passenger Cars, Tata Motors tells us more…
THE ROI FROM IPL 2018: Last year was our first association with IPL and we have had an extremely satisfying year, both in terms of the return on the business performance of the Nexon as well as the relationship we forged with the BCCI. Nexon has firmly cemented its place as No 2 in the compact SUV category and the IPL gave it a brilliant platform and boost last year. Our initiatives like Super Striker and Fan Catch were integrated very well into the tournament.
WHAT TO EXPECT FROM TATA HARRIER AT IPL 2019: This year, we launched the Harrier, our flagship product, on January 23. Harrier is a more premium product than Nexon, and just as IPL is growing from strength to strength, we want to keep partnering with them to showcase our latest products which showcase our upward movement in the market.
THE MARKETING STRATEGY: While we won’t introduce any new properties like Super Striker and Fan Catch this year, we will give a bigger push to these two properties. BCCI also has fan parks during the events and we will try to participate as much as we can. IPL is live-screened across many towns and it’s a wonderful initiative. The Harrier will also be a part of the IPL Trophy Tour, which is being planned across major Indian cities. We will spend 10% more on marketing initiatives during IPL this year.