Shubhranshu Singh on Tata Motors’ journey towards sustainability and connectivity

Tata Motors, a leading force in the Indian automotive industry, has continually set benchmarks, especially in the commercial vehicles sector. The company’s journey has been marked by groundbreaking innovations and a steadfast commitment to sustainability and customer connectivity. In this interaction with Adgully, Shubhranshu Singh, Chief Marketing Officer of CVBU at Tata Motors, reflects on this legacy, noting, “Tata Motors is a pioneer in the India automotive space. It has been a business that has single-handedly created the commercial vehicles industry and continues to be a market leader.”

Tata Motors has consistently focused on innovation, particularly in the development of environment friendly vehicles. Recent launches include the Ace electric vehicle (EV) and the introduction of hydrogen internal combustion engine (ICE) vehicles. Singh highlights, “We have launched the Ace electric vehicle, Ace EV with a 600 kg payload and a one ton payload. We have a very large fleet of EV buses flying across the country.” These advancements underline Tata Motors’ commitment to sustainability and technological innovation.

A significant shift towards digital media has been the cornerstone of Tata Motors’ marketing strategy, reflecting the changing lifestyles of consumers. Singh explains, “The most significant development has been our investment in digital media, both for audio-visual as well as for static elements. We have been using digital media very aggressively and a very large proportion of our business now is generated through digitally enabled leads.”

This digital approach includes collaborating with over 500 influencers, who create content in multiple languages, thereby broadening the company’s reach. “We now have a cadre of more than 500 influencers. They are creating thousands of videos in their own narration, in their own editorial style, bringing to life our products,” Singh notes. This strategy ensures that Tata Motors connects with a diverse audience across different regions.

The company’s focus has been on enhancing product quality and maintaining effective marketing to sustain consumer trust and preference.

The automotive industry has traditionally relied on TV, print, and on-ground activations for marketing. However, the rapid adoption of smartphones has driven a shift towards digital platforms. “We recognize that consumers are very enabled with mobile phones per se. You know, if you see the growth of smartphones across the country, and if I talk about it globally, in 2014 there were 1 billion smartphones on the planet. Today, there are close to 4 billion,” Singh informs.

Tata Motors has adapted by refurbishing its websites and building robust social media platforms, achieving significant engagement. “On YouTube, we have had crores of views. We have had more than 15 crore views and close to a crore engagements,” Singh shares. This digital transformation has enabled the company to effectively track and respond to customer journeys online, enhancing both reach and efficiency.

Despite the shift towards digital media, traditional media remains vital in Tata Motors’ strategy. Singh reveals, “More than half of our total marketing and advertising expenditure overall would be deployed in content above the line or digital media.” The balance between digital and traditional media ensures broad coverage and effective communication with diverse customer segments.

Safety and sustainability are key priorities for Tata Motors. The company has launched campaigns like ‘Desh ke Trucks’ to highlight vehicle safety features and promote good road behaviour. Singh emphasizes, “Through very creative storytelling, through the life of the driver or his assistant as a protagonist, we have brought alive the way in which our vehicles are encoded are enabled for superior safety.”

In terms of sustainability, Tata Motors is actively promoting innovative fuel offerings and end-of-life vehicle recycling through the Rewire program. Singh explains, “We are committed to sustainability goals, which are in the public domain, and we are very conscientious about our drive for sustainability.”

Tata Motors continues to innovate and grow, with plans for community-building initiatives, new product launches, and participation in the upcoming Auto Expo. Singh concludes, “There are three or four large endeavours. One is around community building. We will also be having a number of new, exciting launches. Then we will be at the Auto Expo in January. So, all of these things will come together very soon.”