Tata group set to unleash big brand building blitz

KOLKATA: It promises to be one of the biggest brand-building efforts by an Indian corporate house. To realise its global ambitions, the Tata Group is about to embark on a mega brand-building exercise across China, the US, the UK and Singapore.

“The effort is part of a bigger exercise to communicate the Tata Group’s beliefs and values across major geographies where we are present,” a Tata Group spokesperson told ET. “The communication is aimed at building a favourable understanding of the group’s values in high-potential and hi-growth markets where we are present or would are likely to enter.

The campaign will be done through a medium that is directed at the constituencies,” the Tata spokesperson added. The branding initiative has been tested out over the last two years in South Africa where the Tata Group has built a significant presence. The group worked with Bairds, a local branding agency in South Africa.

“Our effort on brand-building served the purpose on most counts, in terms of recognition, awareness, preference and empathy for the brand. We are now ready to take it to some key markets,” the official said. It is now in the process of appointing an agency for its brand exercise in China.

Group flagship Tata Steel, which will complete its centenary on August 26, is set to unveil a special advertisement on August 26 to mark the momentous event. “An internal communication will begin from Sunday. Over the next one year, the brand communication exercise will be gradually taken up in every major country across the world,” Tata Sons’ director J J Irani told ET.

The campaign couldn’t have been timed better. Fresh from its $12-billion acquisition of Corus Group plc, Tata Steel is now the sixth largest steel maker in the world with a global footprint.

Leading advertising agency J Walter Thompson (JWT) has worked with Tata Steel on the centenary advertisement. With operations across 24 countries, Tata Steel also decided to create a specially-designed microsite for its centenary — www. tata steel100.com — for internal communication on the celebrations.