Every year, a wide array of brands, ranging from established names to newly emerging unicorns across various consumer categories, seize the opportunity presented by the televised broadcast of the Indian Premier League (IPL) to launch new products, create awareness about existing offerings, and foster a robust connection with both current and potential customers. Capitalizing on this inherent synergy, TATA Neu, the recently unveiled super-app by the Tata Group, strategically utilized the platform of TATA IPL 2022 to unveil its dynamic suite of offerings to an increasingly digital market. The brand harnessed the mega event to generate widespread curiosity through televised commercials during the initial week of the tournament, followed by a comprehensive launch employing multiple broadcast assets, resulting in a distinctive integrated marketing campaign. This article explores how these broadcast assets were effectively utilized by the brand during this season of TATA IPL.
**Campaign Execution:**
**Launch Phase**
*Objectives: To drive extensive brand awareness and encourage app downloads and exploration.*
**Daily TATA Neu Playing11 Segment:** A branded segment revealing the playing 11 for both teams immediately after the toss, a highly anticipated moment during the broadcast, provided TATA Neu visibility through verbal mentions and on-screen overlays.
**Ball Kahan Hai Contest:** Promotional content featuring cricket experts raised awareness about the contest, guiding viewers to participate for a chance to win tickets to the TATA Neu Box in the stadium. This was further emphasized through features during live telecasts.
**Sustenance:**
**Aapki Shopping Karegi Shopping:** The second brand promo, featuring Irrfan Pathan and Jatin Sapru, highlighted cyclic purchasing on the app with 5% NeuCoins, redeemable for other products and services.
**The TATA Neu Day:** A dedicated day across all Star Network channels featured promos, all-day branding, and integrations on Byju’s Cricket Live, emphasizing 5% NeuCoins on every purchase. Byju’s Cricket Live proved to be a high-impact platform leveraging the influence of cricket legends in the studio.
**The TATA Neu Challenge:** An entertaining integration featuring Star Sports cricket experts challenged them to explore the TATA Neu app, showcasing the diverse product and service categories available, as well as the ease and convenience of making purchases.
**Social Media Amplification:** Recognizing the importance of engaging audiences on social media, TATA Neu leveraged the extensive 22+ million fanbase of Star Sports to amplify both campaigns. This involved the promotion of branded promos featuring Cricket Live experts and dedicated capsules with experts providing clues for the Ball Kahan Hai contest.
Tata Neu achieved early success with the brand amassing 2.2 million app downloads and 2.1 million enrollments within the first week. As TATA IPL 2022 approaches the playoffs, the audience eagerly awaits what more Tata Neu has in store as part of its ongoing marketing campaign.