MAM
Tata Safari Dicor to use Kartikeyan for on ground promotions
MUMBAI: ‘Reclaim your life’! That is the tagline of Tata Safari Dicor, a Sports Utility Vehicle (SUV) in the premium range from the the Tata Motors stable.
In a major promotional drive, Tata will use the services of its brand ambassador and FI driver Narain Kartikeyan. He will travel to the different cities where launch events are taking place and also visit key dealership outlets. The company is fortunate in that he has some free time on his hands at present, having recently participated in the Hungarian Grand Prix.
At a launch event in Mumbai last night, Kartikeyan said, ” I have a long standing association with Tata Motors. The Tata Safari brand is particularly close to my heart. This new car symbolises life in the fast lane and I am confident that consumers will have an enjoyable driving experience.”
Though used for on ground promotions, Kartikeyan will not feature in any of the TVCs. “Some brands that get very closely involved with their brand ambassador run the risk of the focus shifting from the product to the personality. This is why we have decided not to use him in the TVCs,” says a company executive.
In the past to create on ground awareness, Tata Motors has been involved with events like Golf tourneys. Around 15 Tata Safaris had also featured in the Asean Car Rally which covered 11 countries.
The print and outdoor campaigns for Tata Safari Dicor have kicked off. The television ads will break next week. The basic aim of the campaign, which is largely targetted at the metro market, will be to highlight the features of the car. Targetted at the working professional, the brand message is that the car enables users to get out there and reclaim lost ground, no matter how busy one is.
O&M is the creative agency for Tata Motors.The work highlights the fact that the new car has more power for its size, compared with the earlier products.
Speaking to Indiantelevision.com, a company official says that in order to create awareness among the affluent crowd test drives will be organised for dignitaries, corporates and well-heeled prominent individuals in society
The focus of the promotional campaign, though, will be on highlighting the features of the SUV. The new look Safari Dicor sports a chrome plated front grill, large 16-inch alloy wheel rims and stylish bumpers with integrated fog lamps and crystal clear lights. An aesthetically designed centre console, a new instrument panel, customised driver seat with height adjustment and lumbar support, leather upholstery, leather wrapped steering wheel and a stylish gear lever knob complement the interiors of the car.
The unique reverse guide system facilitates rear visibility while reversing the vehicle. The car offers a host of luxury and comfort features like the Blaunpunkt DVD/MP3 player with dual LCD screens and a mobile/laptop port for rear passengers. It also goes to great lengths to ensure convenience of the occupants through thoughtful features like a puddle lamp on the door, which
lights up the ground beneath the doors at night to help in avoiding puddles.
On the technology and safety front, the Safari DICOR comes with a host of technologically advanced safety features including Anti-submarine seats, Anti Lock Braking System (ABS) with Electronic Brake Force Distribution (EBD), 3-stage collapsible steering column, front airbags for both the driver and co-driver and demisters on the rear windscreen and side view mirrors. Strategically located crumple zones and side impact bars enhance protection during a collision.
Available in seven colours (Light Gold, Arizona Blue, Quartz Black, Arctic Silver, Passion Red, Arctic White and River Rock green), the
Safari Dicor is available through 131 dealerships across the country. With over 500 service outlets across 200 plus cities, Tata Motors claims to offer the second largest service network in the industry.
MAM
T20 WC 2026 ad volumes rise 4 per cent despite fewer brands: TAM report
Fewer brands, bigger bets: India matches and top players drive ad surge
MUMBAI: Advertising during the ICC Men’s T20 World Cup 2026 may have become leaner in participation, but it certainly packed a stronger punch. A new analysis by TAM Media Research shows that ad volumes per match rose by 4 per cent compared to the 2024 edition, signalling sharper spending even as the advertiser base narrowed.
The numbers tell a tale of two trends. On one hand, the overall count of categories, advertisers and brands dropped steeply by 55 per cent, 63 per cent and nearly 68 per cent respectively versus the ICC Men’s T20 World Cup 2024. On the other, those who stayed in the game appeared to spend more aggressively, driving higher ad intensity across matches.
India’s pulling power remained unmistakable. Matches featuring the Indian team generated 66 per cent higher ad volumes than non-India games, underlining the country’s outsized influence on cricket’s commercial engine. The tournament final also saw an 18 per cent jump in advertising volumes compared to 2024, pointing to stronger monetisation at the business end of the competition.
The shift towards concentration was equally striking. The top five advertisers accounted for 39 per cent of total ad volumes, unchanged from the previous edition, but the names themselves saw a complete shake-up. OpenAI emerged as the leading advertiser with a 12 per cent share, followed by Coca-Cola India at 9 per cent and Mahindra & Mahindra at 8 per cent. Apollo Tyres and Reliance Consumer Products rounded off the top five.
A similar churn played out at the brand level, with no overlap in the top five brands between 2024 and 2026. At the same time, leading categories tightened their grip, with the top five accounting for 53 per cent of ad volumes, up from 42 per cent earlier. The cars category led the pack with a 15 per cent share, followed closely by e-commerce services at 14 per cent and aerated soft drinks at 11 per cent.
When it came to format, brevity ruled. Ads between 11 and 20 seconds dominated commercial breaks, making up over half of all spots, while shorter sub-10 second creatives followed as the next preferred choice.
The broader takeaway is clear. Even as fewer players entered the arena, those that did were willing to spend bigger and smarter. In a tournament where every over counts, advertisers seem to be playing a more focused, high-impact innings, betting on scale, timing and the enduring magnetism of cricket’s biggest stage.
