Marketing In Motion - PART 1

Tata Motors' CV Business is reinventing brand building in a digital-first world, as per Shubhranshu Singh, CMO - Commercial Vehicle Business Unit at Tata Motors, in this conversation with Ashish Bhatia.

- 

Most people associate CVs with logistics, but once inside, you realise it’s a massive ecosystem, one that touches nearly every facet of the economy.

Q: You’ve had a fascinating journey across categories—from FMCG to financial services, and now commercial vehicles. How has your marketing lens evolved during your tenure at Tata Motors?

A: It’s been a privilege to be part of Tata Motors’ commercial vehicles business for over three and a half years now. Coming from consumer-driven industries, I thought I understood marketing deeply. But the steepest learning curve of my career has been here. Most people associate CVs with logistics, but once inside, you realise it’s a massive ecosystem, one that touches nearly every facet of the economy. From the chairs we sit on to how we commute, or even how food gets to our tables, commercial vehicles play a pivotal role. Yet, the contribution of CV drivers and operators often goes under appreciated. This is a human story as much as it is a business one. What makes it even more special is doing this under the Tata brand umbrella, an institution built on trust, purpose, and societal impact.

Q: Given this dynamic space, how would you describe the evolution of marketing within Tata Motors’ CV business?

A: Traditionally, marketing was seen as a support function. Today, it’s integral to how we go to market. Our role is to help business teams reach the right customer, at the right time, with the right message, while inspiring and engaging them in a language that resonates. And yes, the fundamentals have evolved. The classic 4Ps—product, price, place, promotion are still relevant, but they've become much more layered. The tools, the media, and most importantly, the audience have changed drastically.