Tata Motors, in a fresh brand-acceleration exercise designed for its electric vehicle business, has announced that its recently launched Tiago EV is the official partner for the 2023 edition of the Tata Indian Premier League.

The 16th edition of the mega cricketing tournament, which begins tomorrow between Chennai Super Kings and Gujarat Titans at the Narendra Modi Stadium in Ahmedabad, will run for 52 days till May 31 and will see all of 70 league matches at 12 venues across the country. 

Tata Motors, which displayed its Safari at the recently concluded Women's Premier League held over a month, is now looking to maximise eyeball reach and brand awareness for its Tiago EV.    

As the official partner, the Tiago EV will be displayed at all the 12 stadiums where the IPL matches are to be played. Tata Motors also plans other activities designed to win over buyers towards EVs while busting common EV myths and position the Tiago EV as a simple, easy switch to a far superior choice of mobility.

Tata Motors has engaged with the Indian Premier League since 2018, showcasing some of popular products like the Nexon, Harrier, Altroz, Safari and Punch.

Continuing its association for the sixth consecutive year with the Board of Control for Cricket in India (BCCI), and the IPL which has grown into a mega event for cricket aficionados, Tata Motors aims to leverage this platform to increase awareness of EVs, while showcasing and driving engagement for the Tiago EV, which was launched on September 28, 2022 at an introductory price of Rs 849,000. 

Despite hiking prices for all seven variants by Rs 20,000 on February 10, 2023, the Tiago EV remains India's most affordable electric car and has received over 20,000 bookings.  

Commenting on this partnership with IPL, Vivek Srivatsa, Head, Marketing, Sales and Service Strategy, Tata Passenger Electric Mobility, said: “After five 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.”

ALSO READ: EV sales charge past 100,000 units for fifth month in a row and a million in FY2023’s first 11 months