Tata’s global ad campaign to reflect group’s diversity

The Tata group will roll out a mega brand campaign globally later this year to reflect its size and diversity to a world audience.

“As a corporate brand, we are well known by the right stakeholders in markets abroad, but we need to be better known by the man on the street. It is the Tata group’s vision that by 2025 the Tata brand will rank amongst the top 25 most admired corporate and employers brands globally. This requires the group to invest in explaining to stakeholders around the world what it stands for. Our campaign will, as in India, create the understanding that Tata is a global enterprise, is trustworthy and that it is a good corporate citizen,” said Nirmalya Kumar, Member, Group Executive Council, Tata Sons Ltd, and chief strategist of the Tata group.

“People abroad think we are an Indian company despite our global presence, with over 70 per cent of our revenues coming from overseas. In many ways we are different; we are the only major corporate group which is owned by a trust and we have a unique Tata way of doing business. The campaign, targeted at overseas consumers, will reflect this diversity,” explains Kumar.

Kumar says there is no silver bullet planned to achieve this target. “We have to be better at execution and be more ambitious in the companies of the group.”

The Tata group, he says, already reaches out to a billion people and expects to touch two billion by 2025, when the world’s population is expected to hit around 8 billion.

“Our market cap is already comparable to the 61st company (on the Forbes list). It has to get up to $350 billion from our present $140 billion. 2025 is a while away, but if you look at the scenario 10 years ago, our revenues were $18 billion and market cap $11 billion. We’ve grown by about 6X in revenues and 10X in market cap; we cannot expect this type of growth in the next 10 years, but if we get to a 10-12 per cent growth rate we should hit our target; we see it as an achievable growth,” he explains.

Besides the group’s large companies, growth drivers for this will be some companies not listed by the group in the retail and finance cluster. If Defence production becomes big as well as the group’s infra and realty play, these sectors can emerge as big growth engines, he adds.

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