Tata Motors has announced the Tiago.ev as the Official Partner for this year’s edition of the Tata Indian Premier League.

Continuing this association for the sixth consecutive year with the Board of Control for Cricket in India (BCCI), the company will leverage this prestigious platform to increase awareness of EVs, while showcasing and driving engagement for its recently launched premium electric hatch – the Tiago.ev. The Tata IPL 2023 is scheduled to begin on March 31, 2023.

Commenting on this partnership, Vivek Srivatsa, Head, Marketing, Sales and Service Strategy, Tata Passenger Electric Mobility Ltd. said, “After 5 consecutive successful runs, we are back with the Tata IPL showcasing our newest EV offering, our premium electric hatch – the Tiago.ev. With this exciting new product, we want to democratise EVs in India. In addition to some exciting engagement activities, we are looking forward to educating the masses on EVs at large and bust common myths through an integrated ad campaign. This association with India’s biggest media property will help us highlight the importance of EVs, not only in urban India, but in smaller towns as well. We wish to drive tremendous value from this partnership and fast forward the ongoing revolution towards the future of mobility by encouraging rapid adoption of EVs in India.”

As the Official Partner, the brand will effectively utilise the Tata IPL platform to display the new Tiago.ev across all the 12 stadiums, and connect with the entire nation through a host of engaging activities. One such interesting initiative is the ‘100 reasons to go.ev with Tiago.ev’ campaign.

Conceptualised by FCB Ulka, this campaign focuses on consumers’ top mental barriers towards EV adoption and addresses those through a series of light-hearted, slice of life, relatable instances.

It aims to bust common EV myths and position Tiago.ev as a simple, easy switch to a far superior choice of mobility.

This campaign will be further amplified on digital and social media as well as across multiple housing societies, fan parks events and point of sale activations during the course of the league.