Tata Autocomp GY Batteries has entered into an advertising deal with Meru Cabs, India's largest phone-in metered radio cab service to improve the visibility of its Tata Green batteries in metros like Mumbai, Delhi, Bangalore and Hyderabad.
While the company had been advertising on radio, it felt it was important to be seen across multiple touch points. It then identified the taxi media as a key driver of visibility purely because taxi's travel across length and breadth of the city and deliver high visibility at important touch points like airports, residential complexes, business districts, etc.
Moreover, these cabs can be seen in those parts of the city where hoardings and other forms of outdoor advertising is prohibited. The drive time in the cabs also provides for the brands to engage with the Meru Cab customers''
"This was a good opportunity for Meru Cabs to leverage a Tata Group brand and offer them brand saliency", says Gavin D'Abreo, VP marketing and sales, Meru Cabs.
The alliance system works for both the advertiser and Meru Cabs. Tata Green will also be the cab operator's preferred partner for battery supplies. Tata Green will also run battery-care workshops for all Meru Cab drivers across India.
Highlighting the strategy behind this deal, Ravi Gupta, CEO, Tata AutoComp GY Batteries Ltd, said, ''We, at Tata Green batteries are committed to using innovative marketing strategies and business practices to build a unique image for our brand.''