McCann Worldgroup beats six agencies to launch the Tata Motors brand in Indonesia

McCann Worldgroup Indonesia has been appointed to launch the Tata Motors brand in Indonesia following a competitive pitch against five multi-national networks and one local agency.

Tata Motors Limited is India’s largest automobile company, with consolidated revenues of USD 32.5 billion in 2011-12. In India, Tata Motors is the leader in commercial vehicles in each segment, and among the top three in passenger vehicles with winning products in the compact, midsize car and utility vehicle segments worldwide. It is the world’s fourth largest truck and bus manufacturer.

‘Indonesia’s economy posted positive and consistent growth in the last eight years. And it is a growing market with loads of opportunities. We are looking at Indonesia very seriously, and we have long term plan for the market. Therefore we need a strong and reliable creative partner to support us entering the market;’ said Biswadev Sengupta President Director, PT Tata Motors Indonesia.

Previously, on August 2011, TATA Group Chairman, Ratan Tata has expressed his interest to enter the fast-growing market of Indonesia. Since then, the company has shown various significant movement to explore business opportunities in Indonesia. Currently, the company has set up a subsidiary in Indonesia named PT. Tata Motors Indonesia (TMI).

Indonesian Automobile Industry Association states that Indonesia’s auto sales were up 26% in the first seven month of 2012 (January-July), compared to the same period as last year, with auto sales expected to reach 960,000 vehicles, up from 890,000 in 2011. Indonesia is an emerging automotive market with significant sales potential driven by rapidly growing numbers of middle class consumers in Indonesia who continuously look for affordable vehicle.

Berndt Soderbom, president director, McCann Worldgroup Indonesia: ‘As a global agency with global brand handling experience, we are proud to be a strategic creative partner for global company and global brand, Tata Motors. It’s an exciting time to be operating in Indonesia, and we’re encouraged by Tata Motor’s decision to invest in this market, and entrust us with their brand.’