This Presentation describes the Media and Communication patterns in Tata Motors.

1. From Cabbie Car to मैं भी Car
A Journey of transformation riding on media
strategies

2. Introduction
Tata Motors Limited is an Indian automobile giant
with a turnover of $42 Billion and is listed in Forbes
list of World 250 biggest corporations. Tata
manufactures passenger vehicles, Commercial
vehicles, and even defence vehicles. Tata motors have
on road worldwide presence in over 175 countries and
sell vehicles in over 50 countries. The Tata motors also
own many subsidiaries around the globe including
Jaguar Land Rover in the UK and Tata Daewoo in
South Korea.

3. Background
• Tata Motors Limited started Tata Engineering and
Locomotive Company (TELCO) in 1945 as a manufacturer of
the locomotive.
• Tata started manufacturing its first commercial vehicles in
the year 1954 in a Joint venture with Daimler-Benz AG of
Germany. This venture continued till 1969.
• Tata entered the passenger vehicle market in 1991 with Tata
Sierra. After launching Tata Estate (1992), Tata Sumo
(1994), and Tata Safari (1998), Tata finally launched Tata
Indica in 1998, which was the first fully indigenously
developed passenger car of India.

4. Description of the case and Situational
Analysis• Tata Motors’ Passenger vehicles arm is called the Tata Motors Cars.
Tata Motor cars had about 16% market share in the passenger vehicles
segment in the years 2004-08. But, there was a pattern the sales which
the company didn’t deal with the most of the people buying these cars
were cab drivers and fleet owners that made Tata to be seen as
Commercial cars.
• From the year 2008, the situation started to deteriorate quickly for TM.
Tata tried to win the market over in the same year by launching Tata
Nano. The years 2008, 2009, 2010, 2011 and 2012 a boom in the
passengers’ vehicles sales in India. Nano was not able to take
advantage of these opportunities. After 2012 the sales declined even
more rapidly than before in the fiscal year 2013-14 their share fell to
about 5.5%, this was the wakeup call for the Tatas.
• No Tata car was able to make into the list of top 20 cars by sales in the

5. Strengths:
1. A well-established automobile company
2. Better access to raw materials such as Steel etc.
3. Wide and extensive distribution and after-sales service network
4. Dominating the Taxi and Car rental market
5. A huge number of skilled and well-trained employs and training facilities
6. Access to cutting-edge technologies of global subsidiaries like Jaguar Land Rover, Hispanso,
and Daewoo.
7. Research and Development Facilities in India and abroad.
8. The trust of brand name TATA
Weaknesses:
1. Behind in terms of technology and features as compared to the other competitors
2. Safety issues with the vehicles not dealt effectively in the past, the safety issue with the
Nano had a huge negative impact on the brand reputation.
3. Most of the revenue (90%) is generated through foreign subsidiaries.
4. The Taxi image has completely overshadowed the passenger vehicles business of the Tata
Motors.
Opportunities:
1. The high rates of GDP and rise in per captain income of the country ensure rising growth in
the passenger vehicles sales in the future.
2. Also, the rise of rental services like Ola and Uber has opened up a vast opportunity for the
rental and taxi markets.
3. Successful foreign subsidiaries may open up future opportunities for more mergers and
acquisitions. Thus, opening up possibilities for transfer of technology in future. The JV with Fiat
could be strengthened and more JVs could be explored as a move in this direction.
4. Tata could use the rising revenue to boost distribution and services network even more.
5. Access to R&D facilities may provide Tata with new innovative technologies in future that
might help to get an edge over the competitors.
Threats:
1. The well-established brands like Maruti Suzuki and Mahindra could be a Threat to Tata as
they could also generate abilities to produce the vehicles at much more cheaper rates in future
thus endangering the USP of TM.
2. Aggressive marketing, investments and product launches by International giants like
Hyundai, Honda, Ford, Renault, etc. could have a severe effect on the market share of the Tata
Motors
in the passenger vehicles segment.
3. The Taxi drivers are also preferring Hyundai and Maruti Suzuki over Tata as these cars are
comparatively more feature rich, thus this is an assault on the final bastion of the Tata Motors.
SWOT
Analysis

6. Business Objectives
• To change the Taxi Car perception of the
Brand that has developed over the past years.
• To establish Tata Motors’ image as a fresh
and youthful brand in order to connect with the
youth (less than 35 years).
• To establish Tata motors’ image as a
technological more superior brand that is
innovative and feature- rich.

7. Objectives of Case Study
• The objective of the case study is to understand
various campaigns of Tata Motors Passenger
Vehicles Segment across various platforms in a
chronological fashion in order to gain an
understanding of the individual impact of these
campaigns in changing the overall perception if the
brand.
• This case study also aims to study the media and
communications strategies employed by Tata
Motors and assess their decision to choose different
agencies for different mediums.

8. Planning and Execution
Tata Motors does not have an integrated media strategy i.e. Tata
Motors have a “differentiated strategy for each media platform”,
according to Delna Avari (Head Marketing Communications and
Services, TM PV business unit.
In accordance with this strategy Tata had hired a different agency
agency for a different medium, the agencies hired by Tata are:
• Print campaigns – Lodestar Universal
• TV campaigns – Soho square, FCB Ulka
• Digital Campaigns – DigitasLBi; Maxus India
• Outdoor campaigns – Madison OOH
• On ground activation and BTL – Wizcraft International
Entertainment.

9. #GetSetBolt campaign
The Tata was going to launch the much-awaited hatchback Bolt,
one day prior to its launch the company rolled out a unique digital
campaign to create buzz for the all-new sporty Bolt. This was
designed to pan out like a reality show, four highly popular twitter
influencers – Abhishek Asthana (@GabbarSingh), Apporv Sood
(@Trendulkar), Rahul Nanda (@RahulNanda86) and Ashwin
Mushran (@ashwinMushran) were appointed by Tata Motors. The
four influencers were trapped in glass boxes and tried to get the
symbolic Bolt key by generating digital buzz amongst their
followers using the #GetSetBolt tag. The people started to follow
the progress of the show on Twitter, Facebook and other media
pages through a series of videos, updates from the Bolt brand page
and influencers’ Twitter handles. The influencer who created the
maximum buzz was to be awarded the key and was to become the
first proud owner of the Bolt.
More than 1500+ mentions were received on the day of the
campaign. This Campaign was first of its kind it helped Tata to

10. The Zest key campaign in Times
of IndiaAnother successful campaign was a
print campaign with the Times of
India in the major cities of India.
Readers of the Times of India woke
up on Tuesday morning to an
innovative ad by Tata Motors,
unveiling their latest and much-
hyped offering, Zest. The front
readers to test drive the car at the
nearest showroom. The tagline, along
with the company logo said: ‘Your

11. #MyCityMyZest Campaign
This was another influencer campaign designed by the DigitasLBi
for the TM.
The objective of the campaign was to crowd-source the first location
of the Zest Studio and determine the first set of people to experience
the Zest.
A tweet war between Indian cities using a designated hashtag, a
twitter champion (influencer) was selected from each city. The city
with most mentions would be the winner.
This resulted in 84,440 Twitter mentions in 5 days; 4,365 unique
tweets;149 million estimated impressions and #MyCityMyZest and
#Sentinel trended for 9 hours on the first day.
The Zest and Bolt were able to get an only lukewarm response from
the public and didn’t turn the tide for Tata in PV segment. But these
campaigns played a very instrumental role in breaking the Taxi

12. #FantasticoNameHunt
It was the Tata Tiago which turned the tide for the Tata
Motors. When initially launched at the Delhi Auto Expo, it
was named as Zica. But soon the Zika virus broke out in
Mexico killing hundreds of people in the central and south
American region. This would have had a negative impact on
the sales if Tata launched the car with the same name as it
has a consumer base in South America also. But Tata dealt
with this crisis in a very innovative manner, Tata motors’
Marketing communications head, Mrs. Delna Avari and her
team decided to rename the car but not by themselves, it was
decided that the name was to be crowd-sourced. Thus,
#FantasticoNameHunt campaign was launched to get
suggestions from the ‘netzines’. This proved out to be a
blessing in disguise as this campaign was able to generate a
lot of buzz on the net. 48 million people were engaged and
over 37,000 names were suggested. Three names were
shortlisted Ador, Civet and the Tiago. After the final round of

13. #Madeofgreat Campaign
This was the first campaign
Tata kicked off with their global
crowd ambassador Lionel
Messi. This was launched with
a spot featuring Messi. The
creative agency behind this
campaign was Soho square. But
this campaign was not
restricted to only TV slot it was
supported by an aggressive
campaign on Social Media.

14. #Madeofgreat TVC

15. #Fantastico Campaign
This was the campaign was launched alongside the
#madeofgreat campaign. This was a digital campaign.
Under this campaign, Tata used a unique way
advertise Tiago. Nearly 23 lakh readers of newspapers
in Delhi, Mumbai and bang lore woke up to a virtual
reality (VR) kit attached to a four-page supplement.
They had to download an app and this would give
them a drive experience of Tiago on their phones.
This exercise cost company about 6-7 crores. But this
risk played in the favour of Tatas the campaign was
very successful.
To news Ms. Avari reported,
“We reached 2.3 million people in a single day
Celebrity mentions on Twitter, Over 2,03,000 views on

16. #Fantastico Campaign Official
Video

17. TVF Tripling –
Sponsored Content
Tata Tiago sponsored the
popular web series tripling.
This was a move to connect
with the youth and also it was
way cheaper than the TV
advertisements.

18. Partnership with Microsoft and
Harman
Tata Motors collaborated
with the Microsoft and
Harman Kardon to boost the
quality of features offered in
the cars also the power of
these brand names also
helped them a lot. The Tata
also offered features like
Android Auto and Apple
CarPlay.

19. Objectives of Case Study
• The objective of the case study is to understand
various campaigns of Tata Motors Passenger
Vehicles Segment across various platforms in a
chronological fashion in order to gain an
understanding of the individual impact of these
campaigns in changing the overall perception if the
brand.
• This case study also aims to study the media and
communications strategies employed by Tata
Motors and assess their decision to choose different
agencies for different mediums.

20. #Spiritof HEXA Campaign
This is also a very important campaign as for the first
time in this campaign Tata boasted of its R&D
capabilities. IN the TVC it mentioned about its design
studios in India, London, and Italy. This was a move to
establish Tata as a superior brand in terms of the
design capabilities.
This campaign was designed by FCB Ulka.

21. #SpiritofHEXA FCB ULKA
TVC

22. Experiential Marketing – Hexa
ExperienceThe Hexa Experience, which kicked off
in 20 cities and will now extend to 40,
simulated a “rough environment” for the
car so that people could try it for
themselves. It debuted in January
though test drives began four months
earlier, in September. So, the basic
fundamental is attracting and
encouraging customers to actually try
the vehicle in order to persuade them to
buy it.
Various ground activations can be used

23. Evaluation
The various steps taken up the Tata Motors helped it to
break through the perception of the Taxi car brand.
The Genx Nano, Zest, and Bolt might not have been
that successful but they played an instrumental role.
Tata Tiago has sold 1 lakh cars. Tata Hexa is selling
approx. 5000 units per months. Tiger is doing well.
Tata Nexon has an overwhelming response and has
become a second most successful car Tata. It has been
listed in the Top 10 SUV list for the year 2017 by ET
Auto. For Q3 2017-18 Tata Motors Passenger vehicles

24. Key Learnings
• Having different agencies for different mediums played out well for Tata
Motors. These individual campaigns were highly innovative yet successful.
• Nowadays, Companies cannot only rely on their grand old names. They
have to talk about design and technology in order to establish themselves as a
superior brand.
• Maruti Suzuki is the undoubted leader in the passenger Vehicles segment,
but consumers in this segment are volatile, it is possible to sway customers by
offering more lucrative products. The days of hardcore brand loyalty are
passing by.
• The print can still be a very effective medium to attract the desired reaction
and to provoke customers to act and generate product recall if the medium is
used innovatively.
• Nowadays, we have to move beyond the 360o marketing and give attention
to the different target audience through the same medium, In this

25. Thank You!