OOH an important strategy for Tata Motors for the roll out of Tata Safari


Tata Motors has launched its superior leader SUV – the all-new Safari. It is currently accessible for buy at a beginning cost of Rs 14.69 lakh (ex-showroom Delhi) for the 6/7-seater variation. With a long arrangement advertisement that shows a difference between corporate life and that of a voyager, the organization has reported the launch of the all-new Safari with the tagline ‘Reclaim Your Life’.

The new Safari variation incorporates highlights, for example, all disc brakes and electronic parking brakes. It will be accessible in nine variations. In a press release, the organization expresses that SUV is the quickest growing passenger vehicle section in India.

The sales team says that the organization has seen an increase in SUV sales, bringing about a development of 20% YTD when compared with a similar period a year ago. The delivery likewise asserts that the organization has progressively made more than 23,000 unit sales each month since October 2020.

Besides, in Q3 FY21, the PV business of Tata Motors posted its most elevated sales in the last 33 quarters. The delivery reference to that the rising interest can be credited to the BS6 range, which was launched a year ago.

Over a Zoom talk with, Vivek Srivatsa, the head of advertising in the passenger vehicles division of Tata Motors, uncovers that the organization needed to eliminate the Safari Storme 18 months or so prior on account of guidelines. Tata Motors was not enthusiastic about the gap between the elimination of an old item and the presentation of another one. But since COVID, the organization confronted a gap in the launch course of events. The organization chose to launch it currently, keeping the expression ‘better late than never’ as a top priority.

“We brought back the Safari in a new version. It keeps on being our lead model in product chains of co and the sort of innovation it conveys.”
He speculates that COVID achieved this dread of physical media consumption and that newspapers may not be a relevant one for the vehicle brand, going ahead. “OOH will stay significant. With lesser travel, OOH turns out to be more significant because when you go out, you will in general notification these things more. It doesn’t turn into a vulnerable side.”

Srivatsa specifies another challenge. The organization additionally needed to get the buyers back into its showrooms. Also, to do that, the organization needed to take security measures to give the consumers to step in once more.

“The greatest change that COVID achieved is digitization. Today, you can sit at home and do everything. The customary methods for going to a showroom and looking at a car is changing. This includes using stages like virtual-reality experience, augmented reality, and so on, so the customers can see the whole vehicle from their own home.” He adds that digitization likewise saves time, cash and is more advantageous generally speaking.

As per Srivatsa, the component of human wellbeing inside a vehicle has likewise gotten vital. He adds that COVID has brought around more prominent mindfulness on wellbeing and the delicacy of life among the customers.

When the primary period of Unlock began, Srivatsa recalls, there was a surge of communication from all the brands and the challenge was to keep up their alleged ‘differences’.

Nonetheless, that is not by any means the only test. Petroleum and diesel costs have hit all time high. Srivatsa concurs that the significant expense will make individuals mull over buying a car.


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