How Tata Motors drives brand stickiness with creative digital content

Tata Motors has maintained its market leader position in commercial vehicles by leveraging digital media and creative executions to build brand affinity with its target audiences.

The basics of advertising have not really changed, it is still important to generate great content, noted UT Ramprasad, head of marketing communications, Tata Motors. What’s changed, has been the progression of the media landscape.

“Digital presents its own unique challenges and opportunities, the fundamental difference is that the guy watching your ad on the small screen is in control of the medium and has the ability to either click on your content or to disregard it quickly,” he said.

“So, people have resorted to putting the brand logo first and then the communication, and I find that very funny...

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