Tata Motors is promoting the TATA IPL (Indian Premier League) 2023 with Tiago.ev as the official partner for this year's competition, extending its connection with the Board of Control for Cricket in India (BCCI) to the sixth consecutive year. The third-largest passenger car manufacturer in India stated that it would use the platform to showcase and promote its recently released premium electric hatchback while raising awareness of its EVs.

Tata Motors is not only the title sponsor but also the presenting sponsor for the digital broadcasters with Jio Cinema in addition to doing on-location promos and having a car on show in each stadium.

“Jio will be disruptive this year because firstly the app is free of cost and that's going to explode the kind of viewership for IPL because previously the digital broadcast was behind the pay wall you had to subscribe. This year, they got into many languages is a huge hit and is able to establish a deep connect with each region in the country,” Vivek Srivatsa, Head, Marketing, Sales and Service Strategy, Tata Passenger Electric Mobility, said.

“We're betting a little bit more on digital this time. With the kind of offering that Jio cinema has brought to the table and the kind of potential reach that it'll give us by making its app free of cost to download, we're betting a little bit more money on Jio than on Star Sports,” he said. He added that one of the reasons why Tata is spending more on JioCinema is because of the reach. “It'll reach people with slightly lower incomes. Automotive as a category is rapidly growing into the smaller towns where need is for smaller cars and economical transportation, need is for safe cars. Tiago EV is a great proposition for small town India,” he said, adding: “Probably we'll end up spending more on JioCinema.”

He asserts that their ability to reach a wider audience in the nation has benefitted them as a presenting sponsor as a result of their ability to speak several languages. Tata Motors is promoting an EV at the event for the first time.

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