Tata Steel the world’s eighth largest steel producer of the world after the acquisition of Corus a five times bigger company than it has been a company that has always been admired world over for being a company that has always given the moral and the ethical values more value than the profits that the company wants to earn and has earned a respect for itself worldover because of this attitude of its. This attitude has been with the company always and this has helped the company to gain trust of its customers, clients, suppliers, and all the other intermediaries involved in the supply chain of the company, that all the other TATA group companies have been able to attain. This has again been proven with the help of the fact that TATA steel has again been named in the Fortune magazine’s list of most admired companies across the world and it has improved its ranking from 12th last year to 6th this year around in an annual survey carried out by the Fortune magazine and the Hay group. It has always been a trusted brand throughout the country and these kind of recognition’s just help in enhancing the image of the company in the eye’s of the consumers.
And TATA has now decided to focus on this attribute of its, in its new promotions and advertisements throughout all the media, be it television, print, radio, internet, and outdoor medium etc. In these ads the company has not focused on any celebrity or any film star, a cricketer etc., but has taken the real life heroes and presented to all of us how those heroes have been successful in life and then how TATA Steel is helping these heroes to realize their dreams and succeses.
The route taken by TATA Steel in these promotions is that of Societal marketing, in which the company is trying to make the society believe in it and its efforts of improving the society and providing the people from the society a chance to realize their dreams and get a status in society and thereby gaining the acceptance from the society.
Societal Marketing: - “It is a marketing function in which the organizations identify the needs and wants of the target market and then align the marketing activities of an organization in such a manner that their marketing efforts are socially responsible and thereby help the organization in gaining the trust of the society by having an image of a socially responsible organization, but still remaining profitable”.
These new ads have been designed so beautifully by Ogilvy Kolkata and have got such a great emotional appeal to it that it immediately attracts the attention of the viewers with their simple yet so powerful messages. These advertisements show real life heroes telling the tales of their success stories and telling us that how their lives have been changed after they became a part of the TATA Steel and how TATA Steel has made a difference in their lives. Examples ranging from that of Bachendri Pal –First Indian woman to scale Mount Everest (Head of TATA Steel Adventure foundation), then Commonwealth Games Archery Gold medalist –Deepika Kumari, of their Tejasvini Project in which the women have been provided empowerment by providing them jobs in works mainly believed in society to be suited to be done by men, and the ad showing their Chief of R&D Mark Denys sharing his experiences about how R&D is the success mantra at TATA Steel.
To convey this message more precisely the theme on which these ads are based is explained beautifully through the theme used in the ad – This is not advertising, This is life @ TATA Steel.
Click here to see some ads: -
Now to make this point stay in the minds of the audience, the positioning statement being used at the end of the ads is even more powerful.
TATA Steel - “Values Stronger than Steel”
They have replaced the old positioning statement – “We also make steel”
“The whole campaign aims to project the image of the organisation as a cutting edge global steel major with a dedicated focus on sustainability and green technology, local area empowerment, training and education as a part of its vision for the future," says Sanjiv Paul, vice-president (corporate services). “The whole campaign aims to project the image of the organisation as a cutting edge global steel major with a dedicated focus on sustainability and green technology, local area empowerment, training and education as a part of its vision for the future," says Sanjiv Paul, vice-president (corporate services).
Source: - http://www.financialexpress.com/news/tata-steels-new-ad-campaign-rides-on-real-heroes/831621/0
On the communication task, Malini Gupta, general manager Ogilvy Kolkata, said, “All that the communication had to do, to ensure top of mind relevance, was to reinforce Tata Steel’s values of Trust, Transparency and Total Community Care.”
This statement is not an overstatement as TATA’s have always been known to value the interests of all their stakeholders as their topmost priority and this is the way of life at TATA Steel. This attempt of TATA’s is trying to make us believe in the values that make TATA Steel a company on which you can trust upon.
And one more marketing master stroke that this campaign used was that the campaign was launched with the India England Series of which TATA Steel is a Co-sponsor and this was a great decision as this series even before it started was being billed as a series to watch out for as these were the two of the greatest teams of recent times about to clash with each other for supremacy in test cricket and no other event in recent times might have provided the company with the kind of exposure it might get.
So all in all it seems that through this campaign designed by Ogilvy TATA Steel has been able to convey the message that it wanted to convey to its stakeholders using Societal Marketing as a tool, that TATA Steel has always been a company that gives the society’s interest the importance it deserves and thereby helping the members of the society become self dependent by empowering them and making them a force to reckon with.