1. Please tell us about your association with Wrestling. How did it begin?
In India, sports has become one of the major platforms to connect with people across masses as well as
classes. For Tata Motors, India’s largest commercial vehicles manufacturer, sports is an important platform
through which we reach out to various stakeholders – drivers, fleet owners, dealers and distributors, media
and the public at large.
It also aligns with our brand philosophy of ‘Connecting Aspirations’ and our commitment to act as a catalyst to
promote sports, encourage and develop young and rising sporting talent, and enabling them to achieve their
aspirations. The company has constantly been associated with various sports such as cricket (IPL–Kings XI),
Kabaddi (UP Yodha) and Football (Jamshedpur FC) apart from wrestling.
Tata Motors Commercial Vehicle has signed an all-encompassing three-year contract with Wresting Federation
of India (WFI) as their Principal Sponsor for promoting the sport in the country. As a part of the historic mega
partnership, Tata Motors will play a major role in terms of individual sponsorships, promotion and development
of the sport at various levels, including pockets where untapped talent can be nurtured. The company will
support Top 50 performing wrestlers across categories (both men and women).
2. In terms of visibility for the brand how beneficial is wrestling as a sport especially, when most
brands want to associate themselves with cricket?
Wrestling has been one of India’s oldest sport producing a number of Asian and Olympic champions for India.
As a sport, it reflect machismo, aggression and endurance that tests speed, agility and power, and are gaining
popularity in India and overseas. These attributes blend perfectly with the rich heritage, longevity, durability
and robust performance of our Commercial Vehicles that are accepted by our customers in India and global
markets. Our brand resonates well with the macho sport of Wrestling and hence this partnership gives us an
opportunity to leverage the same in our marketing initiatives for the brand.
This is a first of its kind non-cricket association where a reputed brand like Tata Motors is associating with the
wrestling sport for 3 long years. The brand Tata Motors Commercial Vehicle will be present at all the WFI
events – National Championships, Indian Open, Junior Nationals, World Championships, Commonwealth
Games, World Cup, Grand Prix, Asian Games, and Asian Championships, for the next 3 years. Additionally,
Tata Motors will have licensing rights to support the players for Asian Games, Commonwealth and Olympics
and felicitate the team upon its return.
3. How do you engage the digital consumer?
On the digital space, social and mobile are at the core of our planning strategy. We are utilizing our social
channels for end to end storytelling. In a quest to foster wrestling in India & ignite support for the participants –
we are creating content storytelling by Entertaining, Inspiring, Educating & Informing our audience.
Facebook alone has about 10Mn – 15Mn monthly active users (MAU) interested in wrestling related content
(close to 5% of Facebook’s MAU).
With respect to our association with WFI – We announced our association simultaneously on social media,
utilized Facebook live to allow people to participate & engage with us on this monumental association. We are
tracking the performance of each of these participants and utilizing moment marketing (both personal & sports
events) content in the form of – wishing them for Asian games, congratulating them on the victory and even
inspiring them to Go for Gold.
4. Could you tell us about your marketing campaign?
As a brand, Tata Motors has evolved as an aggressive marketer with innovative consumer engagement plans.
We have always believed in building an emotional connect with our customers and this also gets reflected in all
our marketing initiatives across platforms.
Such associations along with our vast sales and service network gives us the best possible visibility and reach
to connect with the end consumers. We have planned a bouquet of ATL/ BTL initiatives, both in the traditional
and digital media around the theme of the partnership with WFI. We will be leveraging all these top performing
50 wrestlers as local brands ambassadors, giving our discerning customers an opportunity to get up-close and
personal with them.
Apart from this, Experiential marketing is another area that creates a completely different experience for our
customers as through these initiatives, our customers get a chance to experience our products before they
invest into the products. There have been various experiential marketing activities like Tipper Mahotsavs,
Truck Melas, SCV Expos, Fully Built Vehicles Expo etc. that we have been hosting regularly across segments
for our customers.
All of these initiatives, not only helps improve our customers’ experiences and build affinity towards our
products and services but also strengthens the overall TML CV Brand journey.