“T1 is a great platform to build aspirational value for the Prima,” says UT Ramprasad
by Dharm Patel Marketing | April 3, 2015 | News
Tata Motors TIC
On March 15, Tata Motors and T.I.C. organized and executed the second season of T1 Prima Truck Racing Championship at the Buddh International Circuit, Greater Noida. UT Ramprasad, Head - Marketing Communications (CVBU), Tata Motors gives us a few insights about the property. Below is a sneak-peak, make sure to check out the full article in the April-May issue of Experiential Marketing (ExM).
What is the objective of TATA Trucking as a property? How does this enhance the brand's positioning amongst the relevant TG?
We at Tata Motors believe that motorsports in India sure is evolving and gaining higher recognition. To leverage this exciting platform, Tata Motors in association with the Federation of Motorsports Clubs of India (FMSCI) & British Truck Racing Association (BTRA), decided to introduce this form of truck racing in India.
There are challenges faced by the Indian trucking industry, one of which is attracting the right kind of talent. T1 truck racing, with big trucks racing each other and the excitement of adventure sports, is a great platform to build aspirational value and will play a significant role in showcasing a world-class product like the PRIMA, in terms its cabin design, safety and technological advancements.
How has the property faired over the past 2 editions? What is the plan to grow / sustain the property in future editions?
India is one of the largest truck markets in the world. Tata Motors introduced Truck Racing to India in March 2014, with the initial response being very encouraging. After a spectacular action-packed truck racing event last year, we kicked-off Season II of the T1 Prima Truck Racing Championship 2015, at the Buddh international circuit, greater Noida on March 14 & 15. The event witnessed over 45,000 spectators. Edge-of-the-seat action for overtaking and high speed corners had the audience roaring with each twist and turn.
Going forward we intend to have Indian drivers racing at the championship. We are in the business of trucks and this race lends a great platform to cultivate that relationship with our customers and partners and get them involved as well. It is definitely something that we are looking at in the future.
What has been the reaction of brands in participating / sponsoring aspects of the event? Comment specifically on brand interest outside of the TATA brand portfolios.
For Season II WABCO, JK Tyres, Cummins, Castrol and Tata Technologies were our main sponsors, Setco Automotive and Tata Motors Finance, were sponsors of Team Allied Partners. All of these were sponsors for Season I as well, with Tata Motors Finance as the new addition.
The Head - Marketing Communications (CVBU), Tata Motors gives us a few insights about the property.