Tata Motors, riding on its sports utility vehicle Nexon, has made major commercial gains from its Indian Premier League investment. The in-stadia presence of the vehicle with regular mention during live broadcast commentary has doubled the sales of Nexon.
The gains from IPL have been impressive for Tata Motors, which replaced Maruti Suzuki as the official partner of IPL for their segment. By Tata Motors own account, booking for Nexon have been up by 120% with the IPL investment. The visitors on company’s corporate website have increased by 200% and test drive requests have seen a 400% rise.
“This has been the best ever IPL, in terms of the quality of the matches and the various teams being equally matched. While the numbers are not out yet, the feeling is that in terms of reach, this was probably the best IPL. From a brand point of view, the impact has been tremendous. There has been a 200% increase in our website traffic, a 400% increase in online test drive requests and a growth of 120% in Nexon bookings,” Tata Motors Passenger Business Unit Marketing Head Vivek Srivatsa has told impectonnet.com.
“These are not incremental numbers, this is quantum growth. We also saw a huge number of people walking into our showrooms. IPL has been the perfect platform to drive a dramatic increase in awareness about our product across the country,” added Srivatsa.
The Tata car brand was leveraged in the best possible manner during the IPL live broadcast. Every time, as part of the sponsorship deal with the IPL host broadcaster Star India, the camera would capture the Tata Nexon vehicle inside the stadium, the commentary panel will mention the car in high esteem.
There was post-match recall value with the Tata Nexon Super Striker of the match award, carrying a Tata Nexon trophy and a cheque for ₹ 1 lakh.