Tata Motors has announced Tiago.ev as the official partner for this year’s edition of the Indian Premier League.
Continuing this association for the sixth consecutive year with the Board of Control for Cricket in India (BCCI), the company will leverage this platform to increase awareness of EVs, while showcasing and driving engagement for its recently launched electric hatch – the Tiago.ev.
The Tata IPL 2023 is scheduled to begin on March 31, 2023.
Vivek Srivatsa, Head, Marketing, Sales and Service Strategy, Tata Passenger Electric Mobility, said, “After five consecutive successful runs, we are back with the Tata IPL showcasing our newest EV offering, our premium electric hatch – the Tiago.ev. With this exciting new product, we want to democratize EVs in India. In addition to some exciting engagement activities, we are looking forward to educating the masses on EVs at large and busting common myths through an integrated ad campaign. This association with India’s biggest media property will help us highlight the importance of EVs, not only in urban India, but in smaller towns as well. We wish to drive tremendous value from this partnership and fast forward the ongoing revolution towards the future of mobility by encouraging rapid adoption of EVs in India.”
As the Official Partner, the brand will utilize the IPL platform to not just display the new Tiago.ev across all the 12 stadiums, but also connect with the entire nation through a host of engaging activities.
One such interesting initiative is the ‘100 reasons to go.ev with Tiago.ev’ campaign.
Conceptualised by FCB Ulka, this campaign focuses on consumers’ top mental barriers towards EV adoption and addresses those through a series of light-hearted, slice-of-life, relatable instances. It aims to bust common EV myths and position the Tiago.ev as a simple, easy switch to a far superior choice of mobility. This campaign will be further amplified on digital and social media as well as across multiple housing societies, fan park events and point-of-sale activations during the course of the league.
This year’s matches will also play host to the Tiago.ev Electric Striker Award – where the player with the highest strike rate of the match will take home the trophy along with a cash prize of Rs 1,00,000.
Furthermore, the Tiago.ev Electric Striker of the Season will get a chance to drive home a brand new Tata Tiago.ev. Additionally, each time the ball hits the Tiago.ev car on display, Tata Motors will donate Rs 5,00,000 towards enhancing the biodiversity of Coffee Plantations in Karnataka by planting saplings.
Rewarding the early adopters of EVs for their continued trust in the brand, Tata Motors will gratify Tata EV owners by offering tickets to select matches. Tata EV owners will also get to be a part of some engagement activities on-ground and a few lucky owners will win a once-in-a-lifetime opportunity of presenting an award to some of the world’s finest cricketers.
Kulvinder Ahluwalia, Chief Executive Officer, FCB Ulka, added, “Tata Motors is pioneering the EV category in India. As the industry leader, it is incumbent on Tata Motors to create and build the category. At FCB Ulka we did multi-city research to understand the mindset, barriers and triggers among prospective buyers and used that as a base to detail the 100 reasons why consumers should choose the Tiago.ev. Created as crisp snacky advertising with a new-age visual look and appeal, it is designed as a fully integrated multi-media campaign that is being rolled out at the Tata IPL, this year.”
Tata Motors has engaged with the Indian Premier League since 2018, showcasing its products like the Nexon, Harrier, Altroz, Safari and Punch.