The Indian Premier League (IPL) has announced a new partnership with Tata Motors, which will see Tiago.ev joining as an Official Partner of the 2023 TATA IPL.
The partnership will have TATA Motors work towards increasing awareness of electric vehicles (EVs) and showcasing its recently-launched Tiago.ev. TATA will use the IPL platform to display the Tiago.ev at all of the 12 stadiums and also work on fan experiences, including launching the “100 reasons to go.ev with Tiago.ev” campaign, which is conceptualised by FCB Ulka.
Tiago.ev will also be the presenter of the Electric Striker Award for the highest strike rate of each match and also the Tiago.ev Electric Striker of the Season, which will be given to the player who ends up with the highest strike rate across the 2023 TATA IPL season.
Additionally, each time the ball hits the Tiago.ev car on display, Tata Motors will donate ?5,00,000 towards enhancing the biodiversity of coffee plantations in Karnataka by planting saplings.
Vivek Srivatsa, Head, Marketing, Sales and Service Strategy, Tata Passenger Electric Mobility Ltd, said:
“After 5 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 democratise EVs in India. In addition to some exciting engagement activities, we are looking forward to educating the masses on EVs at large and bust 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.“
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 a multi-city research to understand the mindset, barriers and triggers among prospective buyers and used that as a base to detail out 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.“
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