Tag Archives: Jaguar

Turnaround, like a Tata!

Mr Praveen Kadle, Managing Director and CEO of Tata Capital Limited. A graduate in Commerce & Accountancy from Bombay University and a Chartered Accountant, Cost & Works Accountant and Company Secretary. He joined the Tata Group in 1996 as the Chief Financial Officer of Tata’s Joint Venture with IBM in India. Later, he was transferred to Tata Motors Limited as the Vice President (Finance) and was instrumental in the hugely successful turnaround of Tata Motors. Including the cross-border acquisitions like Daewoo of South Korea and Incat Technologies of the UK.
 
A very interesting story related to the successful turnaround emerged last year from Mr Kadle, while speaking at an award ceremony.
 
Tata Motors was in a bit of trouble after it’s fledgling car business did not take off as planned. The hatchback Tata Indica was launched and received a poor response, as a consequence, the company wanted to sell off the passenger car division. Ford showed interest and invited a team from Tata to visit them in their headquarters at Detroit. What followed was an extremely unsavoury incident, Ford officials were extremely dismissive of Tata’s ability to make cars and arrogant about their own prowess. They informed the Tata officials that Ford would be doing them a favour by buying Tata’s passenger car division.
 
It’s no surprise that the Tata team was deeply offended and decided to fly back to New York the same evening. Not long after this incident, within a decade, Ford found itself in a bit of a situation themselves and had to sell off their marquee brands, Jaguar and Land Rover. And who would help them out of the situation by buying these two brands? A now successfully turned around Tata Motors of course. Poetic Justice!

Marketing Managed: Jaguar solemnly swears to blow your mind!

Virtual Reality (VR) is the next big thing. It’s supposed to change the way you look at entertainment, quite literally! Watching the telly or gaming on your Playstation might be fun and immersive but wait till you strap on a headset and have an overwhelming experience of simulate reality. Check out some of the available videos on the net to have a vicarious feel of things, of course, you ain’t gonna feel it unless you actually use it.

And as with any new technology, companies and agencies are racing to incorporate it into their new age, hip and cool marketing. So did Jaguar, but with a twist.

The Jaguar F Type is a two seat sports car and at the Big Boys’ Toys Expo, Jaguar came up with an innovative and excellent campaign. The campaign won the creative agency behind it, Y&R New Zealand, four Lions at Cannes and amazing amounts of good PR for Jaguar.

Participants were asked to put on a VR headset and have a simulation experience of riding a F Type. Participants were absolutely blown away by the VR experience and then after their reactions were recorded, came the big reveal. The twist in the plot was that the VR headset was a decoy; they were actually taken for a ride. Pun very much intended. But a ride they enjoyed thoroughly!

As Jaguar puts it, sometimes Virtual Reality is no comparison for Actual Reality. And sometimes, marketing campaigns like these are no comparison to regular campaigns.

Check out the video on our Facebook Page!