Marketing In Motion - PART 2

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 Part 2 of this conversation with Ashish Bhatia.

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Q. Two years ago, just a handful of content creators regularly covered commercial vehicles. You've since built a credible influencer ecosystem across tiers. What has that journey been like?

A: Thank you, it's great to be back. You're correct—when we started, there were very few people focusing on dedicated commercial vehicle content. Most were concentrating on passenger vehicles, so we had to introduce them to this field. We've worked from the ground up with influencers at the nano, micro, and mega levels to create a credible body of content. The beauty of this process is that these influencers have learned alongside us, which has made their voices sound more authentic. For us, authenticity is the cornerstone of our approach. We're okay with a few missteps as long as the overall communication remains credible. This has been the foundation of our entire strategy.

Q: I recall from our earlier interaction that you were focused on believable marketing communication. Your campaigns, including TVCs, featured relatable characters. How has that evolved into the “Better Always” strategy?