In an effort to contemporarise its brand image, the Tata Group is chalking out a multi-pronged marketing strategy which includes mass media advertising, experiential marketing techniques, Web-based marketing initiatives and community building activities. The Group’s cumulative ad budget will be around Rs 175 crore this fiscal.

For starters, the company is in the process of rolling out an aggressive print campaign comprising a series of press advertisements across the nation. Says Mr Romit Chaterji, vice-president, corporate affairs, Tata Services Ltd: "Designed by FCB-Ulka, our new corporate campaign has five different creatives. Essentially, these ads highlight how the Group provides technical solutions to improve the quality of life in India."

As for the rationale behind the new corporate campaign, Mr Chaterji explains that the Group now aims to refresh its brand image to catch the attention of the new generation. "Primarily, our target audience is the youth segment (from 15 to 35 years old). Through these campaigns, we will be showcasing our technological progress to our target audience," adds Mr Chaterji.

Further, Mr Chaterji explains that the basic positioning of the brand remains unchanged and the company will continue to use the same base line—Improving the quality of life—in all its communications. "In fact, the next creative will talk about how our Group’s software solutions are helping create functional literacy in India," explains Mr Chaterji.

This year, the company’s major thrust is going to be on ‘differential marketing’ mode to popularise its new brand image. For the purpose, the company has recently kicked off a host of sports activities such as ‘Tata Racing’ and ‘Tata Open Lawn Tournaments’ to reach out to its target audience. "By associating with sports events, we want the youth segment to experience the Tata brand. For instance, we have announced our sponsorship of Karthik Narain—the fastest Indian in the world’. Through this move, we want to support Narain achieve his global aspirations," elaborates Mr Chaterji.

As part of its Web-based marketing initiatives, the Tata Group has recently launched a microsite on ‘Tata racing’ at MSN.co.in in a bid to woo Netizens. The company has also revamped its corporate portal ‘tata.com’ with new features last year.

In an effort to promote ‘Tata Racing’ and other sports activities, the company plans to put up big television screens at popular youth hangouts to catch the attention of the youth. "In addition, we plan o host seminars, debates and quiz programmes at campuses across the nation," adds Mr Chaterji.

As for its mass media advertising plans, the Group has no plans to launch any television commercials or outdoor media campaign to showcase its new brand image—as of now. "At this point we will focus on print campaigns alone. But later, we may look at other medium," says Mr Chaterji.