At a glance

Global automobile manufacturing company Tata Motors has adapted to digital by shifting gears to a fishbone model of marketing that’s more attuned with how today’s consumers engage with brands.

Why it matters

Marketing for commercial vehicles is very different proposition compared to passenger vehicles and in India, traditional channels have long dominated brand marketing plans. Market leader Tata Motors shifted progressively to digital channels, with fit-for-purpose and engaging content, and found success.


  • In the digital space a brand must be present everywhere to ensure it retains consumer recall against competitor brands.
  • Digital formats allow for adaptable and creative ways to engage with audiences to communicate a brand promise.
  • With consumers in control of the content they consume, marketers must lead with stories not logos.