End Of An Era: An Ode To Ratan Tata's Marketing Legacy

"I don't believe in taking the right decisions, I take decisions and then make them right" - – Ratan Naval Tata

Ratan Tata, Chairman Emeritus of Tata Sons is celebrated as one of the most influential business leaders in India. In the wake of Tata's passing, India reflects on the indelible mark he left not just on the industry but on the very fabric of Indian branding and marketing.

Building Trust

Under Tata's stewardship, the Tata brand became synonymous with trust and quality across diverse sectors. From salt to software, the Tata name on a product became a seal of assurance for Indian consumers. The consistency in brand messaging allowed the group to successfully venture into new markets, leveraging the strength of the Tata brand to build consumer confidence.

Pragya Bijalwan, CMO of Crompton Greaves Consumer Electricals, reflects on this approach stating, "Mr Ratan Tata's leadership embodies innovation, social responsibility and a strong commitment to the consumer. His legacy is characterised by a vision that places the consumer at the heart of every business decision."

Global Ambitions, Indian Roots

Tata's global acquisitions such as Tetley Tea in 2000 and Jaguar Land Rover in 2008 weren't just business deals - they were masterclasses in brand management. Rather than downplaying the Indian connection, these moves positioned Tata Group companies as bridges between Eastern and Western markets, infusing global brands with Indian innovation while preserving their heritage.

Prasoon Joshi, CEO & CCO of McCann Worldgroup India and Chairman of McCann Asia Pacific, comments on Tata's broader impact: "Ratan Tata was a guiding force behind India's industrial growth, always driven by a deep conscience. His legacy goes beyond building a business empire—he aimed to create a compassionate and humane society."

Innovative Campaigns with Social Impact

Under Tata's guidance, the group's marketing efforts often transcended traditional advertising to address social issues. Campaigns like Tata Salt's "Desh ka Namak", Tata Tea's "Jaago Re" and Tanishq's inclusive advertising challenged societal norms while building strong brand connections.

Rajdeepak Das, Chief Creative Officer of Publicis Groupe South Asia and Chairman of Leo Burnett South Asia emphasises Tata's role in shaping entire industries: “He literally created industries for us. None of us knew him personally, but we know how he touched our life. Creating a legacy behind... It's more than marketing, it's more than advertising, but how he touched Indians, how he helped Indians, brought the very basics of basics to the Indians and made it go global.”

Perhaps no single product encapsulates Tata's marketing genius more than the Tata Nano. Launched in 2009 as the world's cheapest car, the Nano's marketing campaign, personally overseen by Tata, focused on fulfilling the aspirations of millions of Indian families. The tagline "Lakhs of families, one car" made the Nano a household name even before its release, symbolizing Indian innovation and accessibility.

Bijalwan notes the lasting impact of this approach, “His vision inspires us as marketers to design our strategies with broader impact in mind, blending innovation with a commitment to enhancing the lives of our customers and contributing to a better society.”

Digital Transformation &. A Lasting Legacy

Recognising the power of digital media early on, Tata pushed for a strong online presence across the group's companies. This foresight positioned Tata Group companies at the forefront of the digital revolution in Indian marketing.

Arun Shukla, President and Director of JK Lakshmi Cement comments on Tata's innovative spirit, “As a pioneer of innovation and corporate social responsibility, his legacy will continue to inspire generations to come.”

Tata's approach to business and marketing was always underpinned by a strong sense of social responsibility. This ethos has left an indelible mark on Indian marketing practices, encouraging brands to look beyond profit and consider their broader societal impact.

“I have lost a true friend of over 35 years. A warm, ethical, compassionate, caring human being. He never compromised with his principles. Was and will remain an inspiration for all. Always chose duty over self. Fondly missed”, shares Diwan Arun Nanda, Ex-chairman of Rediffusion.

Pradeep Bakshi, Managing Director & CEO of Voltas, sums up Tata's enduring influence, “A human being par excellence and an astute leader with a strong vision and focus on innovation and excellence, Mr Ratan Tata leaves behind a legacy that will continue to inspire generations. His undeterred commitment to social welfare and building a better future for India has had a lasting impact on many businesses and touched many lives in India.”

With that, for many, his loss feels deeply personal. He wasn't just a leader but an inspiration, a beacon of integrity and compassion. His legacy will live on, reminding us of the values and principles that truly define greatness.

Reema Bhaduri

BW Reporters The author is the Editorial Lead at BW Businessworld. Majorly writes on marketing, advertising, experiential marketing and retail. She closely looks upon the vertical of BW Marketing World and BW Retail World.