Tata Motors shifts to a post-COVID media mix

Keeping auto brands in the minds of consumers has been a challenge for India’s Tata Motors during this past year and the lessons the brand has learned will inform future strategy, according to the head of marketing in the passenger cars division. 

What COVID-19 has changed 

• Consumers are thinking more about vehicle safety features then they did before.
• A digital path is replacing the traditional showroom visit. 
• People weren’t using cars as much during the pandemic but now they see them as a safer way to commute.

It’s about screens now 

“We’ll be focused more on digital, in terms of media and experiential marketing,” Vivek Srivatsa told Afaqs! “Social media and online reputation management becomes more important. Being seen on a screen – whether it’s a mobile phone or a TV or a laptop, becomes important.”

Final thought

“OOH will remain important. With lesser travel, OOH becomes more important because when you go out, you tend to notice these things more. It doesn’t become a blind spot” – Vivek Srivatsa, head of marketing/passenger cars, Tata Motors.

Sourced from Afaqs!