Tata Motors Commercial Vehicles CMO on going a 'huge distance' to engage with creators

Tata Motors announced its demerger in March 2024, splitting into two separate entities--the commercial vehicles business and another for passenger vehicles, including electric vehicles and its prized Jaguar Land Rover. Now, Tata Motors Commercial Vehicles is gearing to go public in FY 2026. 

Revving up for this milestone, it will witness several transformations over the next 12 months as the company shifts its gears to focus on functionality. Chief marketing officer Shubhranshu Singh thinks this an opportunity for him to grow and keep communication with creativity at the core of his leadership.

“Creativity is not a choice, it’s a must-have,” he tells Campaign India, while emphasising his company’s focus to engage the creator economy and build genuine, believable human stories that celebrate not only its offerings but also the stakeholders at large.

Contrary to the notion of data insights holding creativity back, Singh opines that numbers play a massive role in determining the course of creative leads. He believes that insight-building plays a significant role in enriching a brand's creative journey while the inherent conflict between insights over the most effective communication leads to fascinating decision-making. 

What makes it even more interesting for Singh is that there’s no absolute target group for the brand. “Commercial vehicles cover the entire spectrum of the economic activities in the nation. There’s no one consumer, but various consumer realities for us.”

From tapping into the steep online growth to keeping curiosity at the helm of affairs, Singh delves into the company’s entry into different language markets, its commitment to the creator economy, why macro and nano influencers are more engaging for the brand and how he is working to cut down dependency on external partners while building the creative ideation funnel in-house.