For Hexa, we are spending more on experiential marketing: Vivek Srivatsa, Tata Motors

Tata Motors has previously launched very unique marketing campaigns and especially has used print in a different way for their car launch campaigns.

Vivek Srivatsa, Head of Marketing, Passenger Vehicle Business Unit, Tata Motors. Photo: Tata Motors

Tata Motors on Wednesday launched Hexa -- the first in the premium crossover segment for the company. The SUV was launched at a price of Rs 11.99 lakh to Rs 17.49 lakh (ex-showroom, New Delhi).

Hexa is the latest offering from Tata Motors stable after Tiago in April last year. The car is aimed at the likes of the Toyota Innova Crysta and the Mahindra XUV500.

Tata Motors is known to experiment with different ideas for its marketing campaigns. For instance, for the launch campaign of Tata Zest, the company attached a key with the print ad in leading publications.

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This key could be taken to showrooms to get a free test drive. For Tiago's launch, Tata Motors attached cardboard virtual reality (VR) headset with the print ads in newspapers which gave people a VR display of the car.

Zeebiz team caught up with Vivek Srivatsa, Head of Marketing, Passenger Vehicle Business Unit, Tata Motors to find out what new is in store for the Tata Hexa campaign.

What are your marketing plans for Tata Hexa?
The Hexa is a lifestyle SUV and our objective has been to enable our customers to experience the breadth of the vehicles’ capabilities. Hence, marketing for Hexa has focused on experiential and engagement as a core.

Will Tata Motors be doing something unique with the print medium for Hexa, similar to the launch of Tata Tiago and Zest?
Print is an important part of our marketing mix. For the Hexa, we utilised a large format print insertion immediately after the commercial launch to drive awareness. This added to the overall positioning of the car as a lifestyle SUV.

Which mediums will Tata Motors be using for the Hexa campaign?
Today, to effectively communicate a certain message to the audience, we need to leverage the interconnectedness of all mediums. TV, Print, Stills, Digital, Mobile, Augmented Reality, Virtual Reality and various other mediums are all feeding off each other and do not exist in isolation.

Experiential marketing is another important leg that we are focusing on as we believe that on ground activations create great impressions on people’s mind.

What is the target audience that Tata Hexa is looking to capture?
We are targeting a far younger set of buyers for the Tata Hexa who have an active lifestyle and have a set of varied demands from their vehicle. From an easy to drive and comfortable car within the city, to a safe and powerful vehicle for long drives with family during vacations, the Hexa will more than satisfy every need of this demanding customer.

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