Every year, a wide range of brands, both established and newly minted unicorns, from a wide range of consumer categories use the televised broadcast of the Indian Premier League to introduce new products, raise awareness about existing offerings, and maintain a strong connection with existing and prospective customers.
TATA Neu, the Tata group’s newly released super-app, has utilised TATA IPL 2022 to promote its dynamic new array of offerings to an increasingly digital market, capitalising on what has become a natural synergy. The brand used the huge event to generate buzz with TV commercials during the first week of the tournament, then followed up with a large-scale launch that included different broadcast assets into a unique integrated marketing campaign.
In this post, we’ll examine at how the brand used these broadcast assets during the TATA IPL season. TATA Neu Playing11 Section: Every day after the toss, this branded segment announced the starting lineups for both teams, a highly seen moment in the broadcast that gave TATA Neu prominence through a spoken reference and a squeeze up.
Ball Kahan Hai Event: Promos featuring cricket gurus raised awareness of the contest and encouraged viewers to enter to win tickets to the TATA Neu Box in the stadium. . This was emphasised by special elements during a live broadcast.
The second marketing promotion, which featured Irrfan Pathan and Jatin Sapru, promoted cyclic purchasing on the app by offering 5% NeuCoins that could be used to purchase other goods and services. Day of the TATA Neu: This was a special day across all Star Network channels, with promos, all-day branding, and Byju’s Cricket Live integrations promoting 5% NeuCoins on every transaction. Byju’s Cricket Live has established itself as a high-impact property that capitalises on the influence of cricket icons in the studio.
The TATA Neu Challenge, which included Star Sports cricket gurus, was a fun integration that pushed them to learn more about the TATA Neu app. The integration highlighted the app’s diverse product and service categories, as well as the ease and convenience of making purchases through it.
Amplification on Social Media: In a world where the second screen, even when watching TV, has become an established part of life, social media is another place where the brand engages with audiences. Tata Neu used Star Sports’ vast 22 million+ social media fanbase to boost both campaigns and engage with active viewers.
The brand used social media to amplify branded ads with Cricket Live experts as well as customised capsules with the experts giving fans clues for the Ball Kahan Hai contest.