Tata Group plans ad blitz to showcase global avatar

The Tata Group is working on a global campaign to highlight the brand and showcase its many businesses

Over the last decade, the group went shopping around the world, acquiring many companies such as luxury car maker Jaguar Land Rover (JLR), steel maker Corus and North American soda ash maker General Chemical Industrial Products.

The new campaign will essentially focus on communicating the group’s increasing strength in the international market and highlighting its brands through advertising and brand association with sporting and other key events.

A Tata group spokesperson refused to disclose specific details of the campaign.

“With regards to the global brand campaign, there isn’t much to share at this point. Allow us to revisit this with you at a later stage,” the spokesperson said.

In an interview to the Tata group’s internal magazine earlier, Mukund Rajan, Tata Group’s brand custodian and chief ethics officer, had said: “With new entities absorbed into the group, we need to be able to communicate across continents about who we are and why we do things in a certain way.”

Tata Group had revenue of `5.27 lakh crore in 2012-13, of which 60% came from its international businesses.

Some of the acquired businesses have been renamed: Corus is now Tata Steel Europe, General Chemical is Tata Chemicals North America. But many others such as Good Earth Tea and Eight O’Clock Coffee, , and most famously, Jaguar and Land Rover, have remained free of the Tata tag.

A spokesperson said there is no plan to rename JLR.